Vide Item No51R SYBAEnglish Ancillary and Applied Component Sem III IV CBCS_1 Syllabus Mumbai University by munotes
Page 2
Copy to : -
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AC – 17/05/2022
Item No. – 5.1(R)
UNIVERSITY OF MUMBAI
Revised Syllabus for S.Y.B.A. (English) (Ancillary) and
(Applied Component)
Semester - Sem III and IV
(Choice Based Credit System)
(With effect from the academic year 2022 -23)
Page 4
Page 5
University of Mumbai
Revised Syllabus for S.Y.B.A . (English)
(Ancillary) & (Applied Component)
Semester - III / IV
(Choice Based Credit System)
With effect from the academic year 2022 -23
Board of Studies in English
Dr. Sudhir Nikam (Chairperson)
Dr. Rajesh Karankal (Member) Dr. Santosh Rathod (Member)
Dr. Bhagyashree Varma (Member) Dr. Deepa Mishra (Member)
Dr. B. N. Gaikwad (Member) Dr. Dattaguru Joshi (Member)
Dr. Satyawan Hanegave (Member) Dr. Deepa Murdeshwar -Katre (Member)
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University of Mumbai
Syllabus for S.Y.B.A. (English) (Ancillary)
Program: B.A.
Course: Optional English: Introduction to Drama
Paper II
(Choice Based Credit System with effect from the Academic Year 2022 - 2023)
Page 7
1. Syllabus as per Choice Based Credit System (CBCS):
i) Name of the Program : S.Y.B.A. English (Ancillary)
ii) Course Code : Semester III UAENG301
& Semester IV UAENG401
iii) Course Title : Optional English: Introduction to Drama
Paper II
iv) Semester wise Course Contents : Enclosed the copy of the syllabus
v) References and Additional References: Enclosed in the Syllabus
vi) Credit Structure 03
vii) No. of lectures per Unit 15
viii) No. of lectures per week 03
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes, if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6. Special Ordinances / Resolutions if any: No.
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SYBA English (Ancillary) Course Title
Optional English: Introduction to Drama
Paper II
(100 Marks Examination Pattern)
Objectives of the Course:
To create interest and develop passion amongst learners towards drama (and theatre)
To familiarize learners with the salient elements and characteristics of drama
To introduce learners to different forms and types of drama
To introduce learners to the trends and characteristics of significant dramatic movements
through representative dramas
To equip the learners with the tools and techniques to critically appreciate drama
To inculcate and propagate human values reflected in the plays among learners
To demonstrate that drama is reflection / representation of life
To Develop analytical skills and critical thinking through close reading of drama
Course Outcomes:
By the end of the course, a learner will:
develop interest and passion for drama (and theatre).
be familiarized with the salient elements and characteristics of drama.
be able to identify the different forms and types of drama.
be capable to identify the various trends and characteristics of significant dramatic
movements through the representative dramas.
be equipped with the tools and techniques to critically appreciate drama.
imbibe human values reflected in the selected plays.
justify that drama is reflection / representation of life.
develop analytical skills and critical thinking through close reading of the represnttative
dramas.
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Course Content Total Lectures: 45
Unit 1: No. of lectures: 15
Definition, Concept and Significance of Drama
Origin and Development of Drama
Terms and Concepts associated with Drama:
Plot (Main Plot, Sub-plot, Simple, Complex, Peripeteia and Anagnorisis, Exposition,
Complication, Resolution, Denouement, Climax, Anti -climax)
Character (Hero, Villain, Confidante, Foil)
Act and Scene,
Soliloquy and Aside,
Music, Chorus Lights, Masks, Proscenium Arch, Play within Play, Subtext, Catharsis,
Hamartia, Comic relief, Unity of action, time and place, Narrator and Sutradhar, etc.
Unit 2: No. of lectures: 15
Sophocles : Oedipus Rex / Oedipus, The King
OR
John Galsworthy : Strife
Unit 3: No. of lectures: 15
Girish Karnad : Flowers
OR
Mohan Rakesh : Half-way House (Adhe Adhure)
Question 1 : Short Notes on Unit 1 (4 out of 6) : 20 Marks
Question 2 : Essay on Unit 2 (1 out of 2) : 20 Marks
Question 3 : Essay on Unit 3 (1 out of 2) : 20 Marks
Question 4 : Short Notes on Unit 2 (2 out of 4) : 20 Marks
Question 5 : Short Notes on Unit 3 (2 out of 4) : 20 Marks Semester III: Paper II Total Credits: 03
Course Title: Optional English: Introduction to Drama
Evaluation: First Semester End Examination Pattern 100 Marks: 3 Hours
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Course Content Total Lectures: 45
Unit 1: No. of lectures: 15
Types of Drama (based on form, content, function, theme, style, etc.):
Interlude, Chronicle Plays, Mystery Plays, Miracle Plays, Morality Plays, Romantic
Comedy, Comedy of Humours, Restoration Comedy of Manners, Sentimental Comedy,
Senecan Plays or Revenge Plays, History Plays, Heroic Drama, Blank Verse Drama,
Poetic Drama / Verse Drama, Drama of Ideas / Problem Play, Expressionist Plays, Epic
Theatre, Absurd Plays, Plays by Angry Young Men, Kitchen Sink Drama, Theatre of
Cruelty, Comedy of Menace, etc.
Unit 2: No. of lectures: 15
Eugene O’Neil : The Hairy Ape
OR
Lorraine Hansberry : A Raisin in the Sun
Unit 3: No. of lectures: 15
Wole Soyinka : The Lion and the Jewel
OR
David Williamson : The Removalists
Question 1 : Short Notes on Unit 1 (4 out of 6) : 20 Marks
Question 2 : Essay on Unit 2 (1 out of 2) : 20 Marks
Question 3 : Essay on Unit 3 (1 out of 2) : 20 Marks
Question 4 : Short Notes on Unit 2 (2 out of 4) : 20 Marks
Question 5 : Short Notes on Unit 3 (2 out of 4) : 20 Marks
References:
Abrams, M. H. and Harpham, Geoffrey Galt. A Glossary of Literary Terms . Cengage Learning,
2015.
Ackerman, Alan Louis, editor. Reading Modern Drama . University of Toronto Press, 2012.
Albert, Edward. History of English Literature. Oxford UP, 2009.
Andermahr, Sonya. et al. A Glossary of Feminist Theory. Arnold, 2000.
Athenian Society. Drama, Its History. Nabu Press, 2012.
Auger, Peter. The Anthem Glossary of Literary Terms and Theory. India, Anthem Press, 2011.
Baldick, Chris. Oxford Dictionary of Literary Terms . Cambridge UP, 2008. Semester IV: Paper II Total Credits: 03
Course Title: Optional English: Introduction to Drama
Evaluation: Second Semester End Examination Pattern 100 Marks: 3 Hours
Page 11
Bennett, Andrew and Nicholas Royle. An Introduction to Literature, Criticism and Theory .
Routledge, 2004.
Bharatamuni. The Natyasastra. Translated by Manmoham Ghosh, The Royal Asiatic Society of
Bengal, 1959.
Birch, Dinah, editor. The Oxford Companion to English Literature . Oxford UP, 2009.
Boulton, Marjorie. The Anatomy of Drama . Routledge, 2015.
Brandon, James R. Theatre in Southeast Asia. Harvard UP, 2009.
Brooks, Cleanth and Heilman, Robert B. - Understanding Drama. Creative Media Partners,
2018.
Cavanagh, Dermot Alan Gillis et.al., editors. The Edinburgh Introduction to Studying Literature.
Edinburgh UP, 2010.
Chakrabarti, Piyas. Anthem Dictionary of Literary Terms and Theory. Anthem Press, 2006.
Chakraborty, Kaustav. Indian Drama in English . PHI Learning Pvt. Ltd., 2014.
Chatterji, Suniti Kumar. Indian Drama. The Publications Division, Ministry of Information and
Broadcasting, Government of India, National Printing Works, 1956.
Childs, Peter. The Routledge Dictionary of Literary Terms . Routledge, 2006.
Chowdhury, Aditi and Rita Goswami. A History of English Literature: Traversing the Centuries.
Orient BlackSwan, 2014.
Cuddon, J. A. A Dictionary of Literary Terms and Literary Theory. Wiley -Blackwell, 2013.
Culler, Jonathan. Literary Theory: A Very Short Introduction . Oxford UP, 2000.
Dawson, S. W. Drama & the Dramatic . Routledge, 2018.
Esslin, Martin. An Anatomy of Drama . Hill and Wang, 1981.
Fleming, Mike. Starting Drama Teaching . Routledge, 2017.
Ford, Boris. The Pelican Guide to English Literature. Volume I to X. Penguin Books,1991.
Galsworthy, John. Strife . Books Way, 2021.
Gibson, Arthur. What is Literature. Peter Lang Pub Inc, 2007.
Hansberry, Lorraine. A Raisin in the Sun. Vintage, 2004.
Hudson, W. H. An Introduction to the Study of English Literature. G. K. Publishers Pvt. Ltd.,
2011.
Hudson, W. H. An Outline History of English Literature. G. K. Publishers Pvt. Ltd., 2011.
Karnad, Girish. Collected Plays Vol. II. edited by Aparna Bhargava Dharwadker, Oxford UP,
2011.
Keith, A. Berriedale, The Sanskrit Drama: In its Origin, Development Theory & Practice . Oxford
UP, 1998.
Kennedy X. J. and Dana Gioia. An Introduction to Fiction, Poetry, and Drama. HarperCollins
College Publishers Inc., 1995.
Klages, Mary. Key Terms in Literary Theory . Continnum International, 2012.
Krasner, David. A History of Modern Drama . Volume I, Wiley -Blackwell, 2012.
Krasner, David. A History of Modern Drama . Volume II 1960 -2000, Wiley -Blackwell, 2016.
McClinton -Temple, Jennifer. Encyclopaedia of Themes in Literature . Facts on File Inc., 2006.
Michael. A History of English Literature . Palgrave Macmillan, 2000.
Naik, M. K. A History of Indian English Literature. Sahitya Akademi, 2009.
Nicoll, Allardyce. The Theory of Drama . Doaba Publications, 1998.
O’Neil, Eugene. The Hairy Ape. Good Press, 2019.
Prasad, Birjadish. Background of the Study of English Literature . Macmillan, 1999.
Pritner, Cal, and Scott E. Walters. Introduction to Play Analysis . Waveland Press, 2017.
Quinn, Edward. A Dictionary of Literary and Thematic Terms. Facts on File Inc., 2006.
Rakesh, Mohan. Halfway House. Translated by Bindu Batra. Worldview Publications, 1999.
Rees, R. J. English Literature: An Introduction to Foreign Readers . Macmillan, 1982.
Rush, David. A Student Guide to Play Analysis . Carbondale, IL: Southern Illinois UP, 2005.
Salgado, Gamini. English Drama: A Critical Introduction. St. Martin’s Press, 1980.
Page 12
Sanders, Andrew. The Short Oxford History of English Literature . Oxford UP, 2004.
Shepherd -Barr, Kirsten. Modern Drama: A Very Short Introduction . Oxford UP, 2016.
Sophocles. Oedipus Rex . edited by R. D. Dawe, Cambridge UP, 2006.
Soyinka, Wole. The Lion and the Jewel . Oxford UP, 1974.
Styan, J. L. Elements of Drama. Cambridge UP, 2001.
Styan, J. L. Modern Drama in Theory and Practice. Cambridge UP, 1980.
Turco, Lewis. The Book of Literary Terms. UP of New England, 1999.
Walsh William, Commonwealth Literature. Oxford UP, 1973.
Widdowson, Peter. The Palgrave Guide to English Literature and its Contexts 1500 -2000 .
Palgrave Macmillan, 2004.
Williamson, David. The Removalists . Currency Press, 1980.
Activity: Students should be encouraged to perform any scene or act from any play.
MOOCs:
Merin Simi Raj. Twentieth Century American Drama. IIT Madras.
https://nptel.ac.in/noc/courses/noc21/SEM2/noc21 -hs75/
Prof. Aysha Iqbal. American Literature and Culture. IIT Madras.
https://nptel.ac.in/noc/courses/noc21/SEM2/noc21 -hs63/
Chattopadhyay, Sayan. ‘Introduction to Literary Theory.’ IIT Kanpur.
https://onlinecourses.nptel.ac.in/noc20_hs82/preview
Perui, Avishek . ‘Gender and Literature’. IIT Madras.
https: //onlinecourses.nptel.ac.in/noc20_hs59/preview
Raj, Merin Simi. ‘History of English Language and Literature’. IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs52/preview
Perui. Avishek. ‘Feminists Writings’. IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs58/preview
Web Resources:
1. https://youtu.be/2CVO9Vd067U (Greek Theatre Explained)
2. https://youtu.be/4_XPcAwmuLg (Ancient Greek Theatre and Machinery)
3. https://ingilizedebiyati.net/wp -content/uploads/ABSURD_DRAMA.pdf
The Theatre Of The Absurd: The Basics
4. https://asianethnology.org/downloads/ae/pdf/a430.pdf
Indian Folk Traditions and the Modern Theatre
5. https://www.mansworldindia.com/currentedition/from -the-magazine/drama -mahesh -
dattanis -life/
6. https://en.wikipedia.org/wiki/Indian_classical_drama#:~:text=The%20term%20Indian%20
classical%20drama,highest%20achievement%20of%20Sanskrit%20literature . (Indian
Classical Drama)
7. http://www.unis hivaji.ac.in/uploads/distedu/Home/SIM%202015/B.%20A.%20III%20Un
derstanding%20Drama%20Paper -9.PDF
Understanding Drama
Page 13
8. http://notedesk.blogspot.com/2017/05/allied -i-background -to-study -of-english.html
Elements of Drama
9. http://notedesk.blogspot.com/2017/05/allied -paper -ii-background -to-study -of.html
Drama
10. https://web.archive.org/web/20051107010423/ http://www.hccy.cg.catholic.edu.au/home/p
amela_cohen/removalists/removalistindex.htm
The Removalists: A Study Guide
Syllabus Drafting Committee
Dr. Satyawan Hanegave (Convener), HoD, Department of English, K J Somaiya College of Arts
and Commerce, Vidyavihar, Mumbai -400077
Dr. Panchshiela Mahale: Assistant Professor, Department of English, Sathaye College, Mumbai.
Dr. Anil Sonawane: Assistant Professor, Head Department of English, St. Gonsalo Garcia
College of Arts and Commerce, Near Chimaji Appa Ground, Vasai Gaon, Vasai West,
District Palghar, Marashtra -401201.
Dr. Shitalkumar G. Gaikawad: Assistant Professor, Department of English, Elphinstone College
Mumbai, 156, M.G.Road, Fort, Mumbai 3
Shankar Pandurang Khobare: Assistant Professor, Department of English, S. K. Patil Sindhudurg
Mahavidyalaya, Malvan, Dist. Sindhudurg, – 416606.
Surendra Athawale: Assistant Professor, Department of English, Vikas College Of Arts, Science
& Commerce, Vikas High School Marg, Kannamwar Nagar –2, Vikhroli (East), Mumbai –
400083.
Page 14
University of Mumbai
Syllabus for S.Y.B.A. (English) (Ancillary)
Course : Optional English: Introduction to Poetry
Paper III
(Choice Based Credit System with effect from the Academic Year 2022 -2023)
1. Syllabus as per Choice Based Credit System (CBCS):
i) Name of the Program : S.Y.B.A. English (Ancillary)
Page 15
ii) Course Code : Semester III UAENG302
& Semester IV UAENG402
iii) Course Title : Optional English: Introduction to Poetry Paper III
iv) Semesterwise Course Contents : Enclosed the copy of the syllabus
v) References and Additional References: Enclosed in the Syllabus
vi) Credit Structure 03
vii) No. of lectures per Unit 15
viii) No. of lectures per week 03
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes , if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6. Special Ordinances / Resolutions if any: No.
Page 16
SYBA English (Ancillary) Course Title:
Optional English: Introduction to Poetry
Paper III
(100 Marks Examination Pattern)
Objectives of the Course:
To introduce students to different genres and forms of poetry
To sensitize them to the rhythmical and formal properties of poetry by introducing key elements
of poetry
To provide them with basic poetic devices for analyzing poems
To introduce them to the trends and characteristics of significant poetic movements through
representative poems
To develop their skills in reading, writing and to critically appreciate poetry
To introduce students to poetry produced in various social and cultural context
Course Outcome: By the end of the course, a student should develop the ability to:
Identify different genres and forms of poetry
Identify poetic technique, style and rhetorical devices used in poetry
Critically appreciate poems by separating various component parts and investigating the
relationship of the parts to the whole
Demonstrate understanding of wide range of poems from different historical periods, written in
a wide range of forms, styl es and subject matter
Identify the major poets of world literature and define the importance of their works
Enhance their cultural sensitivity through reading of representative poems from diverse cultural
context
Page 17
Total Lectures: 45
Unit I 15 Lectures
A) Elements of Poetry: Turns of Speech: Voice and persona, tone, mood, attitude; Diction:
Denotation and connotation; Imagery; Symbol; Allegory; Figurative Language; Music:
Rhyme and Rhythm, Scansion (scansion to be taught and practiced; not for evaluation)
B) Types of Verse: Nature, characteristics and functions: Epic, lyric, sonnet, elegy, ode,
ballad, dramatic monologue and free verse
Unit II 15 Lectures
John Milton :‘Invocation’ (from Paradise Lost ), Book 1, Lines 1 -26
Robert Frost :‘The Road Not Taken’
Edmund Spenser : ‘Men Call you Fayre…’( Amoretti LXXIX)
William Shakespeare : Sonnet 19, ‘Devouring Time, blunt thou the Lion’s paws’
Walt Whitman :‘O Captain! My Captain!’
Ralph Waldo Emerson: ‘Ode to Beauty’
W. B. Yeats : ‘The Song of Wandering Aengus’
Unit III
John Keats
: ‘La Belle Dame sans Merci’ 15 Lectures
Alfred Lord Tennyson: ‘Ulysses’
Rabindranath Tagore : ‘Freedom’
Sarojini Naidu : ‘Indian Weavers’
Wole Soyinka : ‘To My First White Hairs’
Pablo Neruda : ‘You Start Dying Slowly’
Nissim Ezekiel : ‘Enterprise’
Evaluation Pattern:
Question 1(A): Short notes on Unit I (A) (2 out of 4) :10 Marks
and
Question 1 (B): Short notes on Unit I (B) (2 out of 4) :10 Marks
Question 2: Essay on Unit II (1out of 3) :20 Marks
Question 3: Essay on Unit III (1 out of 3) :20 Marks
Question 4: Short Notes on Unit II (2 out of 4) :20 Marks
Question 5: Short Notes on Unit III (2 out of 4) :20 marks Third Semester End Examination Pattern Duration: 3 Hours Marks: 100 Semester III: Paper III Total Credits: 03
Course Title: Optional English: Introduction to Poetry
Page 18
Total Lectures: 45
Unit I: Trends and Movements in Poetry: Modernism and after 15 Lectures
Modernism, War Poetry, Harlem Renaissance, Imagism, Symbolism, Surrealism, Confessional Poetry,
Beat poetry, Modernism in Indian English Poetry
Unit II 15 Lectures
T.S. Eliot :‘The Love Song of J. Alfred Prufrock’
Wilfred Owen :‘Anthem for Doomed Youth’
Claude McKay :‘If We Must Die’
William Carlos Williams :‘The Red Wheelbarrow’
Wallace Stevens :‘Sunday Morning’
Kamala Das :‘An Introduction’
Arun Kolatkar :‘The Bus’
Unit III 15 Lectures
Phillip Larkin :‘Church Going’
Robert Creeley : ‘I Know a Man’
Meena Kandasamy :‘Touch’
Gabriel Okara: : ‘The Mystic Drum’
Chinua Achebe : ‘Refugee Mother and Child’
Margaret Atwood : ‘This is a Photograph of Me’
Derek Walcott : ‘A Far Cry from Africa’
Evaluation Pattern:
Question 1: Short notes on Unit I (4 out of 6) :20Marks
Question 2: Essay on Unit II (1out of 3) :20 Marks
Question 3: Essay on Unit III (1 out of 3) :20 Marks
Question 4: Short Notes on Unit II (2 out of 4) :20 Marks
Question 5: Short Notes on Unit III (2 out of 4) :20 marks
Fourth Semester End Examination Pattern Duration: 3 Hours Marks: 100 Semester IV: Paper III Total Credits:03
Course Title: Introduction to Poetry
Page 19
References:
Abrams, M.H. Glossary of Literary Terms . Macmillan Publishers, 2000.
Adams, Stephen J. poetic designs: an introduction to meters, verse forms and figures of speech.
Broadview Press Ltd., 2003.
Albert, E. History of English Literature , Oxford University Press, 2009.
Alexander, Michael. A History of English Literature . Palgrave Macmillan, 2000.
Altieri, Charles. The Art of Twentieth -Century American Poetry: Modernism and After, Blackwell
Publishing Professional, 2006.
Andermahr, Sonya. et al. A Glossary of Feminist Theory. Arnold, 2000.
Atwood, Margaret. The Circle of Game . House of Anansi Press,1998.
Auger, Peter. The Anthem Glossary of Literary Terms and Theory , Anthem Press, 2011.
Barfield, Owen. Poetic Diction: A Study in Meaning . Wesleyan UP, 1973.
Birch, Dinah. ed. The Oxford Companion to English Literature . OUP, 2009.
Bullough, G. The Trends in Modern Poetry . Oliver and Boyd,1949.
Cavanagh, Dermot Alan Gillis et al. ed. The Edinburgh Introduction to Studying Literature.
Edinburgh University Press, 2010.
Chowdhury, Aditi and Rita Goswami. A History of English Literature: Traversing the Centuries. Orient
BlackSwan, 2014.
Cuddon, J. A. The Penguin Dictionary of Literary Terms and Literary Theory, 4th ed., Penguin, 2000.
Culler, Jonathan. Literary Theory: A Very Short Introduction . Oxford University Press, 2000.
Das, Kamala , The Old Playhouse and Other Poems . Orient Longman, 1973.
David Perkins. A History of Modern Poetry, Volume II: Modernism and After. New
Edition. Pelknap Press, 1989.
Davis, A. et al. Locations of Literary Modernism : Region and Nation in British and
American Modernist Poetry. Cambridge University Press, 2010.
Drew, Elizabeth . Poetry: A Modern Guide to its Understanding and Enjoyment. Dell Publishing
Co. Inc. 1959.
Draper R. P. An Introduction to Twentieth -Century Poetry in English, Macmillan Press
Ltd,1999.
Durrell, Lawrence. A Key to Mo dern British Poetry . University of Oklahoma Press,1952.
Edmond Gore and Alexander Holmes. What is Poetry ? Nabu Press, 2010.
Ezekiel, Nissim. Latter - day Psalms . Oxford University Press,1982
Ferry, Anne. Milton’s Epic Voice: The Narrator in Paradise Lost, University of Chicago Press,
1963.
Ford, Boris. The Pelican Guide to English Literature , Volume I to X. Penguin Books,1991.
Fowler, Roger. ed., A Dictionary of Modern Critical Terms . Routledge & Kegan Paul, 1987.
Friedlander, Benjamin. (ed.) Robert Creeley: Selected Poems 1945 -2005. University of California
Press,2008.
Gibson, Arthur. What is Literature , Peter Lang Pub Inc., 2007.
Gross, Harvey and Robert McDowell. Sound and Form in Modern Poetry . U of Michigan Press1996.
Helbling, Mark, The Harlem Renaissance: The One and the Many , Greenwood Press,1999.
Hobsbawm, Phillip. Metre, Rhythm and Verse Form .Routledge,1996.
Hudson, W.H. An Outline History of English Literature , G K Publishers Pvt. Ltd. 2011.
Hudson, W.H., An Introduction to the Study of English Literature , G K Publishers Pvt. Ltd., 2011.
Kennedy X. J. and Dana Gioia. An Introduction to Fiction, Poetry, and Dram. HarperCollins College
Publishers Inc., 1995.
Kendall, T. M. (ed.), Poetry of First World War: An Anthology, UK, Oxford University Press, 2014.
Leech, Geoffrey, N. A Linguistic Guide to English Poetry. Longman,1996.
Page 20
Michael Hamburger. The Truth of Poetry, New Edition. Anvil Press Poetry, 2004.
Miller, Ruthand and Robert A. Greenberg. Poetry: An Introduction. Macmillan Press Ltd., 1981.
Mills, Sara. Feminist Stylistics . Routledge, 1995.
Milton, John. Paradise Lost and Other Poems. Signet Classic, 2000.
Narasimhaiah, C. D. (ed.), Anthology of Commonwealth Poetry. India, MacMillan Publishers India
Ltd, 2009.
Naya r, Pramod K. Studying Literature : An Introduction to Fiction and Poetry . Orient
BlackSwan Pvt.Ltd., 2013.
Nazareth, Peter, Literature and Society in Modern Africa . East African Literature Bureau, 1971.
Paranjape, Makarand. Indian Poetry in English . Macmillan India Ltd., 1993.
-----. An Anthology of New Indian English Poetry . Rupa Publications, 1994.
Perloff, Marjorie. 21st – Century Modernism: The “New” Poetics , Wiley -Blackwell, 2002.
Prasad, B. A Background to the Study of English Literature , Macmillan, 1999.
Preminger, Alex and Terry V. F. Brogan, New Princeton Encyclopedia of Poetry and Poetics.
M J F Books,1996.
Rees, R.J. English Literature: An Introduction for Foreign Readers , Macmillan Education,1982.
Roberts, Neil (ed.), A Companion to Twentieth Century Poetry . Blackwell, 2003.
Sanders, Andrew. The Short Oxford History of English Literature . OUP, 2004.
Sanders, Gerald. D. Chief Modern Poets of Britain and America , Macmillan,1970.
Shaikh, F.A. New Perspectives on Indian Writing in English , Sarup and Sons, 2009.
Sarang, Vilas. Indian English Poetry since 1950 – An Anthology , Orient Longman, 1990.
Sarkar, Sumit. Modern India: 1885 -1947, 2nd ed. Macmillan, 1989.
Smith A. J. M., (ed.), The Oxford Book of Canadian Verse. Oxford University Press 1965.
Smith A. J. M. (ed.), Masks of Poetry: Canadian Critics on Canadian Verse . McClelland and
Stewart, 1968.
Soyinka Wole (ed.), Poems of Black Africa, African Writers Series. Heinemann Educational
Books, 1975.
Spenser, Edmund. Amoretti: A Sonnet Cycle. Portable Poetry, 2017,
Thiong'o, Ngugi wa. Homecoming: Essays on African and Caribbean Literature, Culture and
Politics. Educational Books, 1972.
Turco, Lewis. The Book of Literary Terms . University Press of New England, 1999.
Walsh William, Commonwealth Literature , Oxford University Press, 1973.
Widdowson, Peter. The Palgrave Guide to English Literature and its Contexts 1500 -2000. Palgrave
Macmillan, 2004
MOOCs:
Dhanwal, S. P. ‘Poetry’. IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs64/preview
Chattopadhyay, Sayan. ‘Introduction to Literary Theory.’ IIT Kanpur.
https://onlinecourses.nptel.ac.in/noc20_hs82/preview
Perui, Avishek . ‘Gender and Literature’.IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs59/preview
Raj, Merin Simi. ‘History of English Language and Literature’. IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs52/preview
Perui. Avishek. ‘Feminists Writings’. IIT Madras.
https://onlinecourses.nptel.ac.in/noc20_hs58/preview
**************
Page 21
Syllabus Sub-Committee :
Dr. Deepa Mishra, Convener, Department of English, Smt. C.H.M. College, Ulhasnagar.
Dr. H. L. Narayana Rao, Member, Department of English, Bhavan's College, Andheri.
Mr. Shailesh Bagdane, Member, Department of English, Gokhale Education Society's Arts, Commerce
and Science College, Jawhar, Palghar.
Ms. Bhaswati Parasar, Member, Department of Engli sh,Rizvi College of Arts, Science and Commerce,
Bandra.
Mr. Kirtikumar Pimpliskar, Member, Department of English, Akbar Peerbhoy College of Commerce
and Economics, Grant Road.
Mr. Bhimrao Bansode, Member, Department of English, Sanjeevan Gramin Vaidyakiya Samajik
Sahayata Pratishthan's Arts, Commerce and Science College, Palghar.
Page 22
University of Mumbai
Syllabus for S.Y.B.A. (Applied Component)
Course: Business Communication
Paper I & II
(Choice Based Credit System with effect from the Academic Year 2022 -2023)
1. Syllabus as per Choice Based Credit System (CBCS):
Page 23
i. Name of the Program : S.Y.B.A. (Applied Component)
ii. Course Code : Semester III (UABC301)
Semester IV (UABC401)
iii. Course Title : Business Communication Papers I and II
iv.Semester wise Course Contents : Enclosed in the Copy of the Syllabus
v.References & Additional References : Enclosed in the Syllabus
vi. Credit Structure : Number of credits per Semester – 02
vii. No. of lectures per Unit : As mentioned in the syllabus
viii. No. of lectures per week 04
2. Scheme of Examination : 05 Questions of 20 Marks each
3. Special notes, if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Fee Structure
6. Special Ordinances / Resolutions if any : No
Page 24
Syllabus for S.Y.B.A. (Applied Component)
Course Title: Business Communication
Paper I & II
(100 Marks Examination Pattern)
Objectives of the Course: This course aims to introduce students with
To build up comprehensive understanding of business correspondence and conditions.
To create influential oral, written and practical skills among students.
To develop the powerful utilization of communication technologies.
To equip students with the career skills such as collaborative working at workplace,
interviews, etc.
Course Outcome: At end of the course learners will develop
Theoretical understanding of both business and communication
The business correspondence techniques.
Competency in effective use of media and electronic devices in business.
Interpersonal skills, presentation skills, oral, written and listening skills.
Total Lectures: 60
Unit I : Theory of Communication (05)
Concept of Communication
Meaning
Definition
Process
Need
Feedback
Emergence of Communication as a key concept in the Corporate and Global
world
Unit II : Communication at the Workplace
i. Channels of Communication (03)
Formal and Informal – Vertical, Horizontal, Diagonal and Grapevine
ii. Methods of Communication (05) Semester III: Applied Component: Paper -I Total Credits: 02
Course Title: Business Communication
Page 25
Verbal, Non -Verbal and Visual (including Kinesics, Para -Language, Proxemics,
Silence, Sign, Signal and Symbol)
iii. Business Etiquette (04)
Office Etiquette, Internet Etiquette / Netiquette, Business Card Etiquette, Handshake
Etiquette, Mobile Phone Etiquette
iv. Barriers to Communication and Ways to Overcome Them (06)
Physical or Environmental, Semantic or Language, Psychological and Cross -Cultural
Barriers
Ways to Overcome these Barriers
v. Listening (04)
What is Listening?
The Listening Process
Importance of Good Listening
How to Develop Effective Listening Skills
Obstacles to Listening
vi. Business Ethics (07)
What is Ethics? Business Ethics?
Importance of Business Ethics at Workplace
Digital Ethics
Environmental Ethics
Ethics in International Business
Corporate Social Responsibility
Unit III: New Media in Communication (07)
Impact of Technology Enabled Communication
Video Conference: Skype, Google Meet, Go-To-Meeting and Jio-Meet
Social Media: WhatsApp, Twitter, Facebook, Instagram, Telegram and Blogs
Unit IV: Business Correspondence
i. Theory of Business Letter Writing
Principles of Effective Letter Writing
Parts of a Business Letter
Layout of a Business Letter (Full Block)
ii. Personnel Correspondence
Job Application Letter and Resume
Letter of Recommendation
Letter of Appointment
Letter of Acceptance of Job Offer
Letter of Appreciation
Letter of Resignation
Unit V : Paragraph Writing and Book Review
(05)
(09)
Page 26
i. Paragraph Writing
Developing an idea, using appropriate linking devices, etc.
Cohesion and Coherence, etc.
ii. Book Review
Steps in writing a book review: Introduction, Summary, Opinion and Conclusion
Recommended Books are: The Wings of Fire by Dr. APJ Abdul Kalam,
Bhujia Barons: The Untold Story of How Haldiram Built a 5000 Crore Empire by
Pavitra Kumar and
The 7 Habits of Highly Effective People by Stephen Covey (02)
(03)
Evaluation Pattern:
Question 1. :20 Marks (10+05+05)
A. Explain the terms in 2 to 3 sentences (five out of eight) (from all Units)
B. Objective type questions (From all Units)
C. True or False (From all Units)
Question 2. Short Notes (four out of six) (From Unit – I and III) :20 Marks
Question 3. Essay Type Questions (two out of three (From Unit – II) :20 Marks
Question 4. Personnel Letters (four out of five) :20 Marks
Letter of Recommendation
Letter of Appointment
Letter of Acceptance of Job Offer
Letter of Appreciation
Letter of Resignation
Question 5. 20 Marks (10+05+05)
A. Job Application Letter with Resume (05+05)
B. Book Review
C. Paragraph Writing
Third Semester End Examination Pattern Duration: 3 Hours Marks: 100
Page 27
Unit I : Group Communication
i. Group Discussion and Interview
Group Discussion Total Lectures: 60
(08)
What is GD? Effective Participation in GD, Role of Participants in GD and Role of
Evaluators
Interview, Definition
Preparing for an interview: the Interviewer and the Interviewee
Types of interview: Selection Interview, Appraisal Interview, Stress Interview, Exit
Interview and Online Interview
Soft Skills - Emotional Quotient (EQ), Conflict Management
ii.
Meetings
Need and Importance of Meetings
Types of Meetings: Formal and Informal Meetings
Preparation and Conduct of Formal Meetings and Group Dynamics
Role of the Chairperson
Role of the Participants
Drafting of Notice, Agenda and Resolutions
Secretary: Types of Secretaries - Company Secretary/Private Secretary, (10)
Functions of Secretaries.
iii.
Committees and Conferences
Committee (08)
Definition of Committee
Types of Committees
Advantages and Disadvantages of Committee
Conference
Definition of Conference
Organizing a Conference
Advantages and Disadvantages of organizing a conference
Unit II: Public Relations (10)
Meaning
Functions of the PR Department of an Organization
Qualification of a PRO
External and Internal Measures of Promoting PR
Crisis Management
Definition
Causes of Crisis
Types of Crisis
Stages for Crisis Management Semester IV: Title of the paper: Paper - II Total Credits:03
Course Title: Business Communication
Page 28
Role of Crisis Manager
Unit III: Business Correspondence (10)
Letters of Inquiry
Letters of Reply to Inquiry
Letters of Complaint, Claim and Adjustments
Sales Letters
Consumer Grievance Redressal Letters
Unit III : Report Writing (06)
Parts of a Business Report
Drafting Feasibility Reports
Drafting Investigative Reports
Unit V : Language and Writing Skills (08)
i. Presentation Skills
Principles of Effective Presentation
Use of PPT
How to make effective Power -Point Presentation
ii. Interactive Sessions (Not to be assessed in exam)
Group Discussion
Mock Interview
Evaluation Pattern:
Question 1. Short Notes (four out of six) :20 Marks
(From Unit – I Group Discussion, Interviews, Meetings)
Question 2. Essay Type Questions (two out of three) :20 Marks
(Based on Committees, Conferences and Public Relations)
Question 3. Trade Letters (four out of five) :20 Marks
Letters of Inquiry
Letters of Reply to Inquiry
Letters of Complaint, Claim and Adjustments
Sales Letters
Consumer Grievance Redressal Letters
Question 4. Answer the following questions :20 Marks (10+10)
A. Drafting Notice, Agenda and Two Resolutions (03+03+04)
B. Report Writing (One out of two) (10)
Question 5. Answer the following questions. :20 Marks (10+05+05)
A. Explain the terms in 2 to 3 sentences (five out of eight) (from all Units)
B. Multiple Choice Questions (From all Units)
C. Short Notes (From Unit-V (i) Presentation Skills) Fourth Semester End Examination Pattern Duration: 3 Hours Marks: 100
Page 29
References:
1. Agarwal, Anju D. A Practical Handbook for Consumers. India Book House, 1989.
2. Ashley, A. A Handbook of Commercial Correspondence. Oxford UP, 1992.
3. Aswalthapa, K. Organizational Behavior . Himalaya Publication, 1992.
4. Atreya, N. and Guha. Effective Credit Management . MMC School of Management, 1994.
5. Bah, J.C. and Nagamia S.M. Modern Business Correspondence and Minute Writing . N.M. Tripathi
Pvt., 1974.
6. Balan, K.R. and Rayudu, C.S. Effective Communication . Beacon Books, 1996.
7. Bangh, L. Sue, Fryar, Maridell and Thomas David A. How to Write First Class Business
Correspondence . N.T.C. Publishing Group USA, 1998.
8. Banerjee, Bani P. Foundation of Ethics in Management . Excel Books, 2005.
9. Bakar, Alan. Making Meeting Work . Sterling Publication Pvt., 1993.
10. Basu, C.R. Business Organization and Management . Tata McGraw -Hill, 1998.
11. Benjamin, James. Business and Professional Communication Concept and Practices . Harper
Collins College Publishers, 1993.
12. Bhargava and Bhargava. Company Notices, Meetings and Regulations . Taxman Publication, 1971.
13. Black, Sam. Practical Public Relations . E.L.B.S. London, 1972.
14. Britt, Deborah. Improving Business Communication Skills . Kendall Hunt Publishing, 1992.
15. Bovee Cortland, L. and John V. Thrill. Business Communication Today . Taxman Publication, 1989.
16. Burton, G. and Thakur. Management Today - Principles and Practices . Tata McGraw Hill, 1995.
17. Darrow, Richard, Forrstal, Dan and Coolman, Audrey. Public Relations Handbook . The Dartwell,
1967.
18. Drucher, P.F. Technology, Management and Society . Pan Books, 1970.
19. Drucher, P.F. Management Responsibilities Practices . Heinemann, 1974.
20. Eyre, E.C. Effective Communication Made Simple . Rupa and Co., 1985.
21. Ecouse, Barry. Competitive Communication: A Rhetoric for Modern Business . OUP, 1999.
22. Fisher, Dalmar. Communication in Organization . Jaico Publishing House, 1999.
23. Frailley, L.E. Handbook of Business Letters . Prentice Hall Inc, 1982.
24. French, Astrid. Interpersonal Skills . Sterling Publishers, 1993.
25. Fritzsche, David J. Business Ethics: A Global and Managerial Perspective. McGraw Hill, 2005.
26. Gartside, L.E. Modern Business Correspondence . McDonald and Evans, 1980.
27. Ghanekar, A. Communication Skills for Effective Management . Everest Publishing House, 1996.
28. Goleman, Daniel. Emotional Intelligence . Bloomsbury Publication, 1995.
29. Graves, Harold F. Report Writing . Prentice Hall, 1965.
30. Gupta, Anand Das. Ethics, Business and Society: Managing Responsibly . Response Books, 2010.
31. Gupta, Dipankar. Ethics Incorporated: Top Priority and Bottom Line . Response Books, 2006.
32. Krevolin, Nathan. Communication Systems and Procedures for Modern Office . Prentice Hall, 1983.
33. Lesiker, Raymond V. and John D. Petit. Business Communication: Theory and Application . Richard
D. Irwin Inc., 1994.
34. Ludlow, Ron. The Essence of Effective Communication . Prentice, 1995.
35. M. Ashraf, Rizvi. Effective Technical Communication . Tata McGraw Hill, 2006
36. Marston, John E. The Nature of Public Relations . Tata McGraw Hill, 1963.
37. Majumdar, P.K. Commentary on the Consumer Protection Act. Prentice, 1992.
38. Mclean, Scott L. Business Communication for Success . Flat World Publishers, 2016.
39. McQuail, Denis. Communication . Longman, 1975.
40. Merrihue, William. Managing by Communication . McGraw Hill, 1960.
41. Mishra Rajiv K. Code of Conduct for Managers . Rupa Co., 2006.
42. Monippalli, M.M. The Craft of Business Letter Writing . Tata McGraw Hill, 1997.
Page 30
43. Montagu, A and Flyod Matson. The Human Connection . McGraw Hill, 1997.
44. Parry, John. The Psychology of Human Communication . American Elsevier, 1968.
45. Peterson, Robert A. and Ferrell, O.C. Business Ethics: New Challenges for Business Schools and
Corporate Leaders . Printice Hall of India, 1998.
46. Ross, Robert D. The Management of Public Relations . John Wiley and Sons, 1977.
47. Sadri Sorab, Sinha Arun and Bonnerjee Peter. Business Ethics: Concepts and Cases . Tata McGraw
Hill, 1998.
48. Shekhar, R.C. Ethical Choices in Business . Response Books, Pennsylvania State UP, 1997.
49. Shurter, Robert L. Written Communication in Business . Tata McGraw Hill, 1971.
Books for Book Review:
1. Kalam, APJ. Wings of Fire . University Press, 1999.
2. Covey, Stephen. The 7 Habits of Highly Effective People . Electronic Ed. RosettaBooks LLC,
2012.
3. Kumar, Pavitra. Bhujia Barons: The Untold Story of How Haldiram Built a 5000 Crore Empire .
Potfolio/Penguin, 2016.
Web Resources:
1. http://lifehacker.com/top -10-ways -to-improve -your -communication -skills - 1590488550
2. https://www.thebalance.com/verbal -communication -skills -list-2059698
3. https://bemycareercoach.com/soft -skills/list -soft-skills.html
4. https://www.thebalance.com/verbal -communicat ion-skills -list-2059698
5. https://bemycareercoach.com/soft -skills/list -soft-skills.html
6. https://www.sitepoint.com/social -networking -sites-for-business
Suggested List of YouTube Videos:
1. https://www.youtube.com/watch?v=K15ca0n0ois
2. https://www.youtube.com/watch?v=ixSUB11WNxk
3. https://www.youtube.com/watch?v=K15ca0n0ois
MOOCs:
1. https://www.mooc -list.com/tags/communication -skills
2. https://www.mooc -list.com/tags/effective -communication
3. http://www.about.com/ Communication+Skills+List
Syllabus Sub-Committee :
Dr Baliram Gaikwad (Convener): Professor & Head, Department of English, Acharya Marathe College,
Mumbai
Dr. Arti Samant (Member): Head, Department of English, NKT College, Thane
Dr Shamrao Waghmare (Member): Assistant Professor & Head, Department of English, LGM ACS
College, Mandangad, Dist. Ratnagiri -415203
Kamlakar Chavan (Member): Assistant Professor, Department of English, Sant Rawool Maharaj
Mahavidyalay, Kudal, Dist -Sindhudurg
Mukesh Patil (Member): Assistant Professor & Head, Department of English,Pragati College of Arts
and Commerce, Dombivli(E)
Pankajkumar Patil (Member): Assistant Professor & Head, Department of English, Bhausaheb Nene
College, Pen Dist: Raigard
Page 31
UNIVERSITY OF MUMBAI
Syllabus for
S.Y.B.A. (Applied Component)
Course Title: Mass Communication
Paper I & II
(Choice Based Credit System with effect from the Academic Year 2022 -2023)
Page 32
7. Syllabus as per Choice Based Credit System (CBCS):
ix. Name of the Program : S.Y.B.A. (Applied Component)
x. Course Code : Semester III (UAMASSCOM301)
Semester IV (UAMASSCOM401)
xi. Course Title : Mass Communication
Papers I and II
xii. Semester wise Course Contents : Enclosed in the Copy of the Syllabus
xiii. References & Additional References : Enclosed in the Syllabus
xiv. Credit Structure : Number of credits per Semester – 02
xv. No. of lectures per Unit : As mentioned in the syllabus
xvi. No. of lectures per week 04
8. Scheme of Examination : 05 Questions of 20 Marks each
9. Special notes, if any : No
10. Eligibility, if any : No
11. Fee Structure : As per University Fee Structure
12. Special Ordinances / Resolutions if any : No
Page 33
Learning Objectives: Syllabus for S.Y.B.A. (Applied Component)
Course Title: Mass Communication
Paper I & II
(100 Marks Examination Pattern)
1. To introduce some major aspects of communication, mass communication processes, crucial
mass media theories and mass communication industries
2. To develop a broad perspective of the past and the present status of mass media in India
3. To comprehend different types of Mass Media and gain a critical understanding of the impact of
mass media on Indian history, society and culture
4. To develop critical awareness of the ethics and ideologies in mass media products
5. To understand the mass media laws in India, and how these laws shape the media practices
6. To introduce students to the application of social media
7. To identify various careers opportunities in media industry.
Course Outcome:
By the end of the course the students should be able to
1. understand the importance, scope, and function of communication and media
2. understand the strengths and limitations of basic theories of mass communication
3. demonstrate knowledge of growth and development of various mass media
4. throw light on the present status of various mass media
5. gain knowledge about various media laws and ethics
6. critically understand and analyse various mass media products and explore various
career opportunities in media industry.
Page 34
Credits: 02 Semester III – Paper I
Lectures per week: 04 Total lectures: 60 per semester
Unit 1- Nature of Mass Communication (20 lectures)
A) Scope, need, and elements of communication
B) Meaning, definition, and features of Mass Communication
C) Mass media theories like Cultivation theory, Gatekeeping theory, Magic
bullet/hypodermic needle theory
D) Functions of Mass Communication: entertainment, surveillance, education, interpreta tion,
persuasion, socialization, opinion building
E) Mass audience & opinion leaders: concept, sociology and psychology
Unit II- Traditional media, Print Media and Radio (15 lectures)
A) Folk media
B) The making of a newspaper: major formats of newspaper items
C) Partisan Journalism/Yellow Journalism/Objective Reporting
D) Major types of magazines
E) Radio as a patron of music
F) Radio News, Radio Drama, Community Radio and Campus Radio
Unit III- Films/ Cinema (15 lectures)
A) History of Indian cinema and major milestones
B) Major types of films/cinema: Documentaries, Art films, Animations, Short films, and Biopics
C) Some aspects of film making (scripting, directing, sounds)
D) The impact of films/cinema on society
E) Ethics of cinema
Unit IV- Trends in New media or Digital media (10 lectures)
A) Online news websites
Page 35
B) Social media and social networking sites
C) Special issues regarding social media: mass campaigns; fake news; fact-checkers
D) Film streaming services (Netflix, Amazon Prime)
E) Web series
Evaluation Pattern:
Third Semester End Examination
Duration: 3 Hours 100 Marks
Q.1. Objective Type:
a) Explain the following in 2/3 sentences (5 terms from all the 4 units): 10 marks
b) Multiple choice questions (5 questions on all the 4 units): 05 marks
c) State whether the statements a re true or false (5 statements on all the 4 units): 05 marks
Question No. 2 to 5 on Unit No. 1 to 4 respectively:
Q.2 a) 1 Full length essay type question: 20
marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Q.3 a) 1 Full length essay type question: 20
marks
OR
b) 2 Short essay type questions (a and b) :( 10+10) = 20 marks
Q.4 a) 1 Full length essay type question: 20 marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Q.5 a) 1 Full length essay type question: 20
marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Page 36
Credits: 2 Semester IV – Paper II
Lectures per week: 04 Total lectures: 60 per semester
Course Title: Mass Communication
Unit I- Evolution of Different Media and the Contemporary Context (10 Lectures)
A) Beginnings of mass media in India
B) Technological milestones and changing trends from conventional to digital media
C) Role of media in national development
D) Reach of media (regional and demographic coverage)
Unit II - Television (15 lectures)
A) Major formats of TV programmes
B) Television and its impact on Indian families
C) Television and consumerism
D) Television and surveillance
E) Reality Television
Unit III- Media -related Issues and Laws in India (20 lectures)
A) Freedom of expression and Censorship
B) Relationship between media and government
C) Media objectivity, media bias, and political leanings
D) Trial by media and media ethics (Television and Print)
E) Objectionable advertising
F) Information technology (IT) Acts related to media
G) Major laws in India related to media
Unit IV- Functions of Media Personnel and Careers in Media (15 lectures)
A) Cyber Journalism
B) Editors
Page 37
C) Translators
D) Copywriters
E) Role of Radio Jockey/Video Jockey
F) Blogging
G) Writing jingles
H) Voice -over Artists
I) Public Relations specialists
J) Advertising/marketing specialists
K) Script -writers
L) Newsreaders
M) Researchers/Writers
N) Music specialists
O) Social media specialist
Evaluation Pattern:
Fourth Semester End Examination
Duration: 3 Hours 100 Marks
Q.1 Objective Type:
a) Explain the following in 2/3 sentences (5 terms from all the 4 units) :10 marks
b) Multiple choice questions (5 questions on all the 4 units) :05 marks
c) State whether the statements are true or false (5 statements on all the 4 units):05 marks.
Question No. 2 to 5 on Unit No. 1 to 4 respectively:
Q.2 a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Q.3 a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Q.4 a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Q.5 a) 1 Full length essay type question : 20 marks
OR
b) 2 Short essay type questions (a and b): (10+10) = 20 marks
Page 38
Bibliography:
1. Acharya A.N. Television in India: A Sociological Study of Policy and Perspectives . New
Delhi: Manas Publications, 1987.
2. Ahuja B.K. Mass Media Communication: Theory and Practices . New Delhi: Saurabh
Publish ing House, 2010.
3. Ahuja B. N. History of Press., Press Laws and Communications . New Delhi: Surjeet
Publications, 1988.
4. Arceneaux, Noah, and Kavoori Anandam (Eds.). The Mobile Media Reader . Peter Lang
Publishing, 2012.
5. Baghel, Sanjay Singh (Ed.). Social Media and Indian Youth . New Delhi: Apple Books,
2015.
6. Battaglia, Giulia. Documentary Film in India: An Anthropological History . Oxon:
Routledge, 2018.
7. Black, Sam. Practical Public Relations . London: E.L.B.S, 1972.
8. Chatterji, P.C. Broadcasting in India . (Second Ed.). New Delhi: Sage, 2000.
9. Folkerts Jean and Stephen Lacey. The Media in Your Life: An Introduction to Mass
Communication (Third Ed.). Pearson Education, 2004.
10. Guha Thakurta, Paranjoy. Media Ethics: Truth, Fairness, and Objectivity . (Second Ed.).
New Delhi: Oxford University Press, 2011.
11. Hasan, Seema. Mass Communication: Principles and Concepts . CBS Publishers, 2010.
12. Joseph M.K. Freedom of the Press . New Delhi: Anmol Publication, 1997.
13. Joshi Uma. Textbook of Mass Communication and Media . New Delhi: Anmol Publications,
2002.
14. Kamath. M V. Professional Journalism . New Delhi: Vikas Publishing House, 1980.
15. Kumar, Keval. Mass Communication: A Critical Analysis . Mumbai: Vipul Prakashan, 2002.
16. Menon, P. K. Practical Journalism . Jaipur: Aavishkar Publishers, 2005.
17. Narula, Uma. Mass Communication: Theory and Practice. New Delhi: Har Anand, 2001.
18. Parthasarathy, Rangaswamy. Journalism in India . (Fourth Ed.). New Delhi: Sterling
Publication, 2011.
19. Puri, Manohar. Art of Editing. New Delhi: Pragun Publication, 2006.
20. Ranganathan, Maya, and Usha Rodrigues. Indian Media in a Globalised World . New Delhi:
Sage, 2010.
21. Rodrigues, Usha and Maya Ranganathan. Indian News Media: From Observer to
Participant. New Delhi: Sage, 2015.
22. Rantanen, Terhi. The Media and Globalisation . London: Sage, 2005.
23. Rodman, George. R. Making Sense of Media: An Introduction to Mass Communication.
Pearson, 2000.
24. Roy Barun. Beginner's Guide to Journalism and Mass Communication . New Delhi: V& S
Publishers. 2013.
25. Seneviratne, Kalinga. Myth of ‘Free Media’ and Fake News in the Post -truth Era . Sage,
2019.
26. Singh, Anand Shanker (Ed.). Role of Media in Nation Building . Cambridge Scholars
Publishing, 2016.
27. Singhal, Arvind, and Everett M. Rogers. India’s Communication Revolution: From Bullock
Carts to Cyber Marts . New Delhi: Sage, 2000.
Page 39
WEBLIOGRAPHY:
1. Keelery, Sandhya. “Social media usage in India: Statistics and Facts.” 7 July 2020.
https://www.statista.com/topics/5113/social -media -usage -in-india/
2. Kumar, Keval. “Media Use: India.” 8 July 2016.
https://onlinelibrary.wiley.com/doi/full/10.1002/9781118783764.wbieme0005 .
3. Matrix, Sidneyeve. “The Netflix Effect: Teens, Binge Watching, and On -demand Digital
Media Trends.” Jeunesse Young People Texts Cultures . January 2014.
https://www.researchgate.net/publication/270665559_The_Netflix_Effect_Teens_Binge_W
atching_and_On -Demand_Digital_Media_Trends
4. McLuhan, Marshall. Understanding Media: The Extensions of Man .
https://designopendata.files.wordpress.com/2014/05/understand ing-media -mcluhan.pdf
5. Ministry of Information and Broadcasting. “Community Radio Stations.”
https://www.mib.gov.in/broadcasting/community -radio -stations -0
6. Nagamallika, Gudipa ty. “Representation of ‘Family’ in Indian Television Serials.”
Anthropological Researches and Studies.
http://www.journalstudiesanthr opology.ro/en/representation -of-family -in-indian -television -
serials/a109/
7. Noronha, Frederick. “Community Radio in India.” June 1998.
https://www.culturalsurvival.org/publications/cultural -survival -quarterly/community -radio -
india
8. Ram, N. “The Changing Role of the New Media in Contemporary India.” December, 2011.
https://www.thehindu.com/multimedia/archive/00863/Contemporary_India 863821a.pdf
9. Ray, G.N. “Media Ethics.” Press Council of India .
http://pr esscouncil.nic.in/OldWebsite/speechpdf/Media%20Ethics%20at%20IIMC,%20Dhe
nkanal.pdf
Syllabus Prepared by:
Dr. Rajesh Karankal (Convener): Head, Department of English, University of Mumbai
Dr. Umeshkumar Bagal (Member): Head, Dept. of English, Dnyandeep College of Sci.and Com,
Morvande -Boraj (Khed), Dist. -Ratnagiri.
Dr. Sucharita Sarkar (Member): Head, Dept. of English, DTSS College, Malad East, Mumbai.
Jordana Mirinda (Member): Head, Dept. of English, Bhavan’s College, Chowpatty , Mumbai
Dr. Rupa Deshmukhya (Member): Assistant Professor, Department of English, Bhavan’s
College, Chowpatty , Mumbai.
Runa Shajeev (Member): Head, Dept. of English, Dnyansadhana College, Thane
Dr. Parveen Khan (Member): Head, Dept. of English,Kalsekar College, Kausa -Mumbra, Dist. -
Thane
Page 40
UNIVERSITY OF MUMBAI
Syllabus for S.Y.B.A. (English)
(Applied Component)
Program: B.A.
Course: Introduction to Journalism
(Choice Based Credit System with effect from the academic year 2022‐2023)
40
Page 41
1. Syllabus as per Choice Based Credit System with effect from the academic year 2021 -2022
i) Name of the Program : B.A.
ii) Course Code : Semester III UAJOUR301
Semester IV UAJOUR401
iii) Course Title : S.Y.B.A. Introduction to Journalism
(Applied Component)
SEM III: Fundamentals of Journalism and Reporting
SEM IV: Editing, Feature Writing and Layout
iv) Semester wise Course Contents : Enclosed the copy of syllabus
v) References and Additional References: Enclosed in the Syllabus
vi) Credit Structure : No. of Credits per Semester – 02
vii) No. of lectures per week 04
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes , if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6. Special Ordinances / Resolutions if any : No
Page 42
Syllabus for S.Y.B.A. (Applied Component)
Course Title: Introduction to Journalism
Paper I & II
(100 Marks Examination Pattern)
Objectives of the Course
1) To acquaint the learners with the basic concepts of journalism and to familiarize
them with the content of a newspaper and departments of the newspaper publishing
house.
2) To sensitize them to the styles of journalistic prose
3) To inculcate in them the skills of reporting, editing and feature writing in print
medium
4) To enable the students to have a career perspective in journalism
Course Outcomes: By the end of the course, a student should develop the ability:
To write in various journalistic formats effectively
To write and edit reports and features
To develop a career perspective in journalism
Total: 60 Lectures
Unit 1: Introduction: 12 lectures
(i) What is news (ii) Origin and development of the Indian Press (iii) Major Press Laws in India:
Adam’s Regulations, Vernacular Press Act (iv) Press and Socio -Political issues in pre - and post -
Independence India (v) Journalism during Freedom Movement (vi) Press during the Emergency
(vii) Photo -journalism
Unit 2: Agencies, Electronic Journalism, Ethics: 12 lectures
(i) News Agencies, (ii) Press Syndicate (iii) Electroni c Journalism (iv) Ethics in Journalism
Unit 3: Organization and Structure of a Newspaper House: 12 lectures
Circulation, Advertising, Editorial and Mechanical Departments Semester III: Fundamentals of Journalism and Reporting (Applied Component) Paper I
Course code -UAJOUR301 Credits 2
Page 43
Unit 4: Basics of Reporting: 12 lectures
News Value, News Gathering, Readers’ interest, Qualities and aptitude necessary for a reporter,
Types of reports
Unit 5: Writing of Reports: 12 lectures
Basic principles: objectivity, accuracy, speed, clarity and integrity; Parts of a news report; 5Ws;
Headline writing; Types of Leads; and Report writing
Question 1: Essay (1/2) or Short Notes (2/4) on Unit 1 :20 Marks
Question 2: Essay (1/2) or Short Notes (2/4) on Unit 2 : 20 Marks
Question 3: Essay (1/2) or Short Notes (2/4) on Unit 3 : 20 Marks
Question 4: Essay (1/2) or Short Notes (2/4) on Unit 4 : 20 Marks
Question 5: Students to write a news report with clear headlines and lead on a given topic or essay (1/2)
on the basics of reporting on Unit :20 Marks Evaluation: Third Semester End Examination Pattern 100 Marks 3 Hours
Page 44
Total: 60 Lectures
Unit 1: Basics of Editing : 8 lectures
Principles of editing, Editorial policy, Role of the Editor, Role of the News Editor, Role of
Chief Sub-editor, Role of Sub -editors
Unit 2: Process of Editing: 16 lectures
Compiling of data, Editing for language and style, Editing for space, Editing for correctness,
Editing for clarity
Unit 3: Editing an Article: 12 lectures
Students are expected to learn how to edit an article for newsworthiness, length and sui table
expression.
Unit 4: Basics of Feature Writing: 12 lectures
Types of features: Obits, Reviews, Columns, Trend Stories.
Students are expected to learn how to write a feature on a contemporary topic.
Unit 5: Design and Make up: 12 lectures
Make up and its functions, Types of Layout: Horizontal, Vertical Make up, Circus Make up,
Modular layout, Broadsheet layout, Tabloid layout, Fonts and Typography
Question 1: Essay (1/2) or Short Notes (2/4) on Unit 1 :20 Marks
Question 2: Essay (1/2) or Short Notes (2/4) on Unit 2 :20 Marks
Question 3: Edit an article or report. : 20 Marks
Question 4: Write a feature on a contemporary topic (1/2) :20 Marks
Question 5: Essay (1/2) or Short Notes (2/4) Unit 5 : 20 Marks Semester IV: Editing, Feature Writing and Layout (Applied Component) Paper 2
Course code -UAJOUR401 Credits 2
Evaluation: Fourth Semester End Examination Pattern 100 Marks 3 Hours
Page 45
References
Kamath. M V. Professional Journalism . New Delhi: Vikas Publishing House, 1980.
Mencher, Melvin. Basic News Writing . New Delhi: Universal Book Stall, 1992.
Menon, P. K. Practical Journalism . Jaipur: Avishkar Publishers, 2005.
Natrajan. J. History of Indian Journalism . New Delhi: Ministry of Information and Broadcasting, 1995.
Parthasarathy, Rangaswami. Basic Journalism . New Delhi: MacMillan India Ltd. 1989.
Parthasarathy, Rangaswami. Here is the New s! Reporting for the Media . New Delhi: Sterling Publishers,
1994.
Prasad, Sharada, Rukun Advani (et al) Editors on Editing . New Delhi: National Book Trust, 2004.
Selvaraj, Madhur. News Editing and Reporting . New Delhi: Dominant Publishers, 2005.
Syllabus Prepared by:
Dr Santhosh Rathod (Convenor): Associate Professor, IDOL, University of Mumbai, Kalina, Mumbai
Dr. Dinesh Kumar (Member): Associate Professor, Dept. of English,V G Vaze College, Mulund (East),
Mumbai.
Dr. Yogesh Anvekar (Member): Ass ociate Professor and HOD English, G.N. Khalsa College ,Matunga
Mumbai -19
Dr. Arjun S Kharat (Member): Head, Department of English, Ramnarain Ruia Autonomous College, L.
N. Road, Matunga (E), Mumbai -19
Vrushali V. Bhosale -Kaneri (Member): Assistant Professor, Dept. of English, R. A. Podar College of
Commerce & Economics, L. N. Road, Matunga, Mumbai 19.
Deepaksingh Vijay Scindia (Member): Assistant Professor, Department of English, Sonubhau Baswant
College, Shahapur -421601
Page 46
Syllabus for S.Y.B.A. (Public Relations)
(Applied Component)
Program: B.A.
Course: Public Relations
(Choice Based Credit System with effect from the academic year 2022‐2023)
Page 47
1. Syllabus as per Choice Based Credit System:
i) Name of the Program : S.Y.B.A. (Applied Component)
Semester III and IV
ii) Course Code : UAPR3A1 & UAPR4A1
iii) Course Title : Public Relations Papers I & II
iv) Semester wise Course Contents : Enclosed the copy of syllabus
v) References and Additional References : Enclosed in the Syllabus
vi) Credit Structure : No. of Credits per Semester – 02
vii) No. of lectures per week 04
viii) No. of lectures per unit 15
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes, if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6.Special Ordinances / Resolutions if any : No
Page 48
Syllabus for S.Y.B.A. (Applied Component)
Course Title: Public Relations
Paper I & II
(100 Marks Examination Pattern)
Objectives of the Course:
● To introduce learners to the origin, basic concepts and activities of Public Relations.
● To motivate learners to practice various basic skills required for successful career in the
field of Public Relations
● To give learners an insight about the significance, uses and functions of Public Relations.
● To explain the learners importance of ethics and professional code for PR practitioners.
● To explicate the learners the role and function of Public Relations for Corporate field,
education institutions, local self -government, government and NGOs
● To create awareness among students about various career opportunities available in the
field of public relations and also to motivate them to pursue the same
Course Outcomes: By the end of the course,
● Students will be able to understand and explain the basic components and aspects of the
Public Relations
● Students will comprehend and recognise the importance of Public Relations for achieving
success in the various fields like business, education, works carried out by various
government, local government bodies as well as non-government organisations
● Students will be able to practice various communication skills required in the field of
Public Relations as well as in other fields
● Students will opt for various careers like PR officer as well as a ttempt to pursue other
career opportunities in the field of Public Relations
Page 49
Lectures: 60
Unit 1: Introduction to Public Relations
● The concept of Public Relations: Origin, definitions, activities, and role of PR
● Objectives of Public Relations
● Evolution and the development of modern Public Relations
● Development of Public Relations in India, Pre and post-independence period.
Unit 2: Principles, Components and importance of Public Relations for various sectors
● Principles of Public Relations
● Components of PR-Employees Relations, Industrial Relations, Community Relations, Customer
Relations, Financial Relations, Press Relations, Government Relations and Liaison, Special Events,
Counseling Research, Publicity, Fundraising/Launches
● Importance of Public Relations in business, industry, and for governmental, Public, nonprofit,
nongovernmental organizations such as cultural, sports, educational organizations like trusts, clubs,
schools, colleges etc.
● Misconceptions about PR –Propaganda, Fine Appearance, Free Gifts, Annual Parties, Protocol,
Goodwill
.
Unit 3 : Process of Public Relations
● Defining the model, planning, execution and evaluation of the Action Plan of PR process
● Importance of communication in the process of PR, including theory, objectives, types, barriers, art of
listening and communication skills required for successful process of PR
● Process and activities of Internal PR
● Process and activities of External PR
Unit 4 : Functions and tools of PR
● Functions and uses of Public Relations
● Media tools for PR - Press Release, Press Conference, Special Issue, News Clippings, Photo Gallery,
Meetings
● Specific tools for PR - Family get together and outing, cultural programme for employees, Celebration
of foundation day, week for specific purpose, camp, competition, lecture series, exhibit ion, open day,
sponsorship, newsletter, in- house Journal etc.
● Crisis Management as PR function -types, guiding principles, preparation and role of PR in the Crisis
management, services provided by PR during the crisis, the review of Crisis Management, Crisis
communication in the times of Industrial disaster, consumer pressures, image problems,
quality issues Semester Three: Public Relations: Paper 1 - 2 Credits
Page 50
Evaluation Pattern:
Third Semester End Examination
Duration:3 Hours 100 Marks
Question1. Objective type questions: (based on all units)
a) Explain the following concepts in three to five sentences each. (Any five) :10 Marks
( 7 Short answer Questions should be framed )
b) Match the following pairs. : 05 marks
c) State whether the following statements are true or false. :05 marks
Question 2. Based on Unit 1
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) =20 marks
Question 3. Based on Unit 2
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) =20 marks
Question 4. Based on Unit 3
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) = 20 marks
Question 5. Based on Unit 4
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) = 20 marks
Page 51
Lectures: 60
Unit 1: Public Relations in Corporate Business
● Image Building of the brand, company and constituents of Image Building
● Corporate Social Responsibility and Public Relations
● New trends in corporate Public Relations -Benchmarking, Consultancy, Team Building, Branding and
Image Building, Public Opinion, ICT technology and Digital Social Media like Facebook, twitter,
linkedin, blogs etc.
● Corporate Citizenship and Public Relations
● Professional nature of Public Relations, reasons and factors responsible for the development of
professional nature of public relations in business world, Research and training in the Public
Relations
Unit 2: Ethics and Code of Conduct in PR
● Principles of Public Relations Practice
● Code of Ethics prescribed by PR Society of India
● IPRA Code of Conduct
● Purpose of Professional Bodies
● Code of AIR and T.V. Channels
● Code of commercial advertising on T.V. Channels
● Advertising and PR ethics.
● Impact of PR on the society
Unit 3: Public Relations in Practice
● Qualities of a PR Practitioner
● Areas of Work (Functions) of Public Relations Practitioners —Writing, Editing, Media Relations,
Special Events, Mass Media Production ,Corporate Counseling, Crisis Communication, Managing
News and Features
● Effective Oral Communication skill
● Skills for PR -Effective Public Speaking, Writing Skills, Debating Skills, Group Interaction.
● Written Communication and Audio -Visual Aids for PR
Unit 4: Public Relations and other related areas
● PR and Marketin g, PR and Journalism, PR and Business Communication, PR and Psychology
● PR and advertising, types, creativity, message through entertainment, correlation and differences
between PR and advertising
● PR Campaign
● Relations with Shareholders, Relations with Dealer – Distributor, Relations with Financial
Institutions, Relations with other Business Groups Community Relations, Consumer Relations. Semester Four: Public Relations :Paper 2 - 2 Credits
Page 52
Evaluation Pattern:
Fourth Semester End Examination
Duration:3 Hours 100 Marks
Question1. Objective type questions: (based on all units)
a) Explain the following concepts in three to five sentences each. ( Any five ) :10 Marks
( 7 Short answer Questions should be framed )
b) Match the following pairs. : 05 marks
c) State whether the following statements are true or false. :05 marks
Question 2. Based on Unit 1
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) =20 marks
Question 3. Based on Unit 2
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) =20 marks
Question 4. Based on Unit 3
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) = 20 marks
Question 5. Based on Unit 4
a) 1 Full length essay type question :20 marks
OR
b) 2 Short essay type questions (a and b) :(10+10) = 20 marks
Suggested Readings :-
Ahuja, B. N., ( 2006) Public Relations, Ed. 5th,New Delhi:Surjeet Publication.
Alison, Theaker., ( 2008) The Public Relations Handbook,: Routledge.
Banks Stephen P., (2003) Multicultural Public Relations, New Delhi: Surjeet Publications.
Block, Caroline. ,( 2003 ) The PR Practitioner's : A Handbook ,Vivabooks Pvt Ltd.
Butterick,Keith. ,( 2010) Introducing Public Relations: Theory and Practice, New Delhi: Sage
Publications.
Cutlip & Centre.,(2005) Effective Public Relations .,New Delhi : Pearson.
David, Meerman Scot, (2008) The New rules of Marketing and Public Relations , New Delhi:
Prentice Hall.
James E. Grunig, David M. Dozier, William P. Ehling, Larissa A. Grunig, Fred C. Repper,
Jon White., (1992) Excellence in Public Relations and Communication, Management., Lawrence
Erlbaum Associates.
Jethwaney,Jaishri., (2018) Corporate Communication -Principles and Practice , New Delhi: Sage
Publication.
Krishnamurthy, Sriramesh., (2004) Public Relations in Asia: An Anthology ,Thomson.
Page 53
Nayyar, Deepak., (2006) Public Relations and Communication , Jaipur :ABD Publishers.
Parvati, ( 2005), Text Book of Public Relations and Communications, New Delhi : Dominant
Publishers .
Raucher, Alan R., (1968) Public Relations and Business (1900 - 1921), Baltimore:The Jehn
Hopkins Press.
Rayadu, C. S(ed.).,( 1987) Principles of Public Relations., New Delhi: Himalaya Publishing
House.
Sahcdeva,I. (2009), Public Relations - Principles and Practices , Oxford University Press,
USA.
Sardana,CK (ed).,(1999), Applied Public Relations in the Indian Context ,New Delhi: Har-Anand
Publications Pvt. Ltd.
Silvia,Cambie and Yang -May, Ooi.,(2009) International Communications Strategy –
Developments in Cross -Cultural Communications, PRand Social Media, Kogan Page.
Shelburne, Merry.,(2003) ,Effective Public Relations: A Practical Approach , New Delhi:
Biztantra.
Sharma, Diwakar ., (i2004) Public Relations. ,Delhi: Deep and Deep Publications.
Tomar,Dinesh., (2008) Public Relations Management , New Delhi: Vista International Publishing
House.
Vachani, Jagdish., (2007) Public Relations Management in Media and Journalism , New Delhi:
Kanishka Publications.
Wragg, David, W.,( 1992 ) An introduction to Public - Relations :U.K, Oxford.
प्रा डा कप्ता न, सा जय.,प्रा फा ला ,ककशोर,. (200 9) जनसा पकक , पा णा
:ड यमा ड पब्लिाका शन्स . प्रा पा री,सा रा श. (2013)जनसा पकक : सा कल्पन एवा
कसदा्ा ा त,औरा गा बा द :स द प्रका शन.
Web Resources
The Era of Corporate Social Responsibility is Ending | Rachel Hutchisson | TEDxWilmington, @
https://www.youtube.com/watch?v=N8dXNzCIVxg accessed on 10th July 2020
The social r esponsibility of business | Alex Edmans | TEDxLondonBusinessSchool, @
https://www.youtube.com/watch?v=Z5KZhm19EO0 accessed on 12th July 2020
Re-thinking corporate social responsibility: Andy Le Seelluer at TEDxStHelier,@
https://www.youtube.com/watch?v=jga4s0Ei7Zs accessed on 15th July 2020
Book Review on "Corporate Communication",
@https://www.youtube.com/watch?v=iu1I_zkq444 accessed on 25th July 2020
Career in Public Relations, @ https://www.youtube.com/watch?v=zdiNCOixLBA accessed on
25th July 2020
About PR in general: https://apps.prsa.org/AboutPRSA/PublicRelationsDefined/ accessed on
26th July 2020
Readings on Global PR: http://www.instituteforpr.org/global -public -relations/ accessed on 5th
August 2020
Anderson, F., & Hadley, L. (1999). Guidelines for setting measurable public relations objectives.
Institute for Public Relations, retrieved February 6, 2010, from
http://www.instituteforpr.org/ipr_info/measureable_public_objectives accessed on 7th
August 2020.
Page 54
Syllabus Prepared by:
Dr Santhosh Rathod (Co nvenor):Associate Professor, IDOL, University of Mumbai, Kalina,
Mumbai.
Dr Mangesh Gore (Member): Head, Department of English, Sundarrao More Arts, Commerce
and Science College, Poladpur Dist - Raigad.
Ananda B. Pandhare (Member): Assistant Professor, Department of English, Smt. CHM College,
Ulhasnagar
Dr. Amar Uttam Sontakke (Member): Assistant Professor, Department of English, NSS College
Of Commerce and Economics, Tardeo, Mumbai
Santosh M.Akhade (Member): Assistant Professor, Department of English, Arts and Commerce
College Phondaghat Dist- Sindhudurg.
Dr. Sopan N. Jadhav (Member): Assistant Professor, Department of English, L. S. Halbe College
of Arts, Commerce and Science, Dodamarg, Dist- Sindhudurg.
Page 55
UNIVERSITY OF MUMBAI
Syllabus for S.Y.B.A.
(Women’s Studies) (Applied Component)
Program: B.A.
Course: Women’s Studies
(Choice Based Credit System with effect from the academic year 2022‐2023)
Page 56
1. Syllabus as per Choice Based Credit System:
i) Name of the Program : B.A.
ii) Course Code : Semester III (UAWS3A1) and
Semester IV (UAWS4A1)
iii) Course Title : Women’s Studies (Applied Component)
iv) Semester wise Course Contents : Enclosed the copy of syllabus
v) References and Additional References: Enclosed in the Syllabus
vi) Credit Structure : No. of Credits per Semester – 02
vii) No. of lectures per week 04
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes , if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6. Special Ordinances / Resolutions if any : No
Page 57
Syllabus for S.Y.B.A. (Applied Component)
Course Title: Women’s Studies
Paper I & II
(100 Marks Examination Pattern)
Objectives of the Course:
i. To enable an understanding of concepts such as sex and gender, patriarchy
ii. To enable an understanding of the construction of gender
iii. To provide insight into the workings of patriarchy and its oppressive nature
iv. To familiarize students with an understanding of feminist theory and the schools of feminist
thought
v. To empower students with a knowledge of women’s rights and legal safeguards
vi. To provide an understanding of major historical developments and feminist movements in
feminist history
vii. To engender a critical understanding of literary and media texts dealing with women’s issues
Course Outcome: By the end of the course, a student should develop the ability:
i. To articulate concepts linked to gender and feminism
ii. To have an understanding of patriarchy
iii. To have an awareness of crimes against women, and the constitutional and legal safeguards
protecting / empowering women
iv. To have knowledge and understanding of feminist theory
v. To have a knowledge of feminist history
vi. To analyze and critically evaluate literary and media texts dealing with women’s issues
vii. To be gender -sensitive, have a feminist outlook, and combat stereotypes and gender biases
prevalent in society
Lectures: 60
Unit 1: An Introduction to Concepts, and the Scope and Practice of Women’s Studies
a) Women’s Studies: Relevance, Prospects and the Indian Context
b) Sex, Gender and Biological Determinism
c) Patriarchy as an oppressive ideology
d) Three Waves: Feminine, Feminist and Female
Unit 2: Schools of Feminism and Feminist Theory
a) Liberal Feminism
b) Marxist Feminism
c) Psychoanalytical Feminism
d) Radical Feminism Semester Three: Women’s Studies :
Paper 1 (Applied Component) 2 Credits
Page 58
Unit 3: Combatting Crimes and Discrimination - Constitutional and Legal Safeguards for
Women
a) Convention on the Elimination of All Forms of Discrimination Against Women (CEDAW)
b) National Policy on Empowerment of Women
c) Laws and safeguards against Rape and Sexual Harassment: Indian Penal Code; the Indecent
Representation of Women Prohibition Act, 1987; the Vishakha Guidelines; the ‘Sexual
Harassment of Women at the Workplace (Prevention, Prohibition and Redressal) Act, 2013’;
the Internal Complaints Committee in organizations; the Zero FIR
d) Laws related to Women and Pregnancy: Maternity Benefit Act, 1961; Medical Termination
of Pregnancy Act, 1971; The Pre-Conception and Pre-Natal Diagnostic Techniques
(Prohibition of Sex Selection) Act, 2003; the Surrogacy (Regulation) Bill, 2016
Unit 4: Feminist historiography and Feminist Movements in India
a) Locating Women in History: The need for Feminist historiography
b) The Brahmo Samaj in India
c) The White Revolution, Amul and Women’s Empowerment
d) The Nirbhaya case and combatting ‘rape culture’
Unit 5: Literary Texts
a) Charlotte Perkins Gilman: “The Yellow Wallpaper”
b) James Joyce: “Eveline”
c) Fay Weldon: “Weekend”
d) Mahasweta Devi: “The Breast Giver”
Question 1: One Essay or Two Short Notes :20 Marks
Question 2: One Essay or Two Short Notes :20 Marks
Question 3: One Essay or Two Short Notes :20 Marks
Question 4: One Essay or Two Short Notes :20 Marks
Question 5: One Essay or Two Short Notes :20 Marks
Each question corresponds to the respective unit in the syllabus. In each question, there will be 2
essay type questions in options A and B respectively, and option C will have four short notes,
with two to be attempted. There will be a choice of 3 questions: A (essay) or B (essay) or C
(short notes). Evaluation: Third Semester End Examination Pattern 100 Marks : 3 Hours
Page 59
Lectures: 60
Unit 1: Feminist History and Global Movements
a) The Seneca Falls Convention and Women’s Suffrage Movement
b) Women Scientists and women in science
c) Women, Self-help Groups and Entrepreneurship
d) The #MeToo Movement
Unit 2: Schools of Feminism and Feminist Theory
a) Gynocriticism
b) Postmodern Feminism
c) Postcolonial Feminism
d) Intersectional Feminism
Unit 3: Women and Work
a) The Public -Private Dichotomy, sexual division of work and perceptions of jobs as gender -
specific
b) Concepts of visible and invisible work, paid and unpaid labour
c) The Glass Ceiling, Sticky Floor and Glass Escalator Effects
d) Issues of working mothers and single working women
Unit 4: Women and the Media: Sexuality, Body Politics and Media Representations
a) Women and the Beauty Industry: Ageism, beauty standards, racism, cosmetic surgery, the
Male gaze, and the casting couch phenomenon
b) Pregnancy related issues: Family Planning, Contraception, Abortion, Sex-determination,
mental health and post -partum depression
c) Women on social media platforms, body shaming, cyber -bullying, cat-phishing, online
stalking and harassment
d) The Representation of Women in the Media: Ads, Films, Music Videos and in the news
Unit 5: Literary and Media Texts
a) Sylvia Plath: “The Mirror”
b) Maya Angelou: “Still I Rise”
c) Short Films: Juice (directed by Neeraj Ghaywan), Going Dutch (Tittar Lodge Productions);
Ahalya (directed by Sujoy Ghosh) and Devi (directed by Priyanka Banerjee)
d) Dove ads focusing on the campaign of ‘real beauty’
Question 1: One Essay or Two Short Notes :20 Marks
Question 2: One Essay or Two Short Notes :20 Marks
Question 3: One Essay or Two Short Notes :20 Marks
Question 4: One Essay or Two Short Notes :20 Marks
Question 5: One Essay or Two Short Notes :20 Marks
Each question corresponds to the respective unit in the syllabus. In each question, there will be 2
essay type questions in options A and B respectively, and option C will have four short notes,
with two to be attempted. There will be a choice of 3 questions: A (essay) or B (essay) or C
(short notes). Semester Four: Women’s Studies (Applied Component) 2 Credits
Evaluation: Fourth Semester End Examination Pattern 100 Marks: 3 Hours
Page 60
References
Anderson, Ellen and Willett, Cynthia. (2020). Feminist Perspectives on the Self. Retrieved
from URL: https://plato.stanford.edu/entries/feminism -self/
Bailey, Alison, and Chris J. Cuomo (2008). The Feminist Philosophy Reader . Boston:
McGraw -Hill. Print.
Beasley, Chris (2005). Gender and Sexuality: Critical Theories, Critical Thinkers. London,
Thousand Oaks and New Delhi: Sage Publications. Print.
Bhasin, Kamala (1993). What is Patriarchy? New Delhi: Kali for Women. Print
Brown, Nadia E. and Sarah Allen Gershon (2020). Body Politics. New York: Routledge.
Print.
Carilli, Theresa and Jane Campbell (Ed.) (2012). Challenging Images of Women in the
Media. Lanham: Lexington Books. Print.
Chaudhuri, Maitreyee (2003). Feminism in India . New Delhi: Women Unlimited. Print.
Chaudhuri, Nupur. (2020, April 17). Imperialism and Gender. Retrieved from URL:
https://www.encyclopedia.com/international/encyclopedias -almanacs -transc ripts-and-
maps/imperialism -and-gender
Chorine, Christine; Mihir Desai and Colin Gonsalves (Eds.). (1999). Women and the law.
Bombay: India Centre for Human Rights. Print.
Chowdhury, Romit and Zaid Al Baset (eds.) (2018). Men and Feminism in India. London
and New York: Routledge. Print.
Coaston, Jane. (2019, May 18). The intersectionality wars. Retrieved from URL:
https://www.vox.com/the -highlight/2019/5/20/18542843/intersectionality -conservatism -law-
race-gender -discrimination
Coleman, Arica L. (2019, March 29). What’s Intersectionality? Let These Scholars Explain
the Theory and Its History. Retrieved from URL: http://time.com/5560575/intersectionality -
theory/?fbclid=lwAR11ebx17GFQdl7JN5aexuLclGb1C8C_eG11cj0LcGhITUful8HIPx9CV
3o
Crasnow, Sharon and Kristen Intermann (eds.) (2021). The Routledge Handbook of Feminist
Philosophy of Science. London and New York: Routledge. Print.
Dolezal, Luna. (2015). The Body and the Shame: Phenomenology, Feminism, and the
Socially Shaped Body. London: Lexington Books. Print.
Eagleton, Mary (Ed.) (2003). A Concise Companion to Feminist Theory. Malden, Oxford,
Victoria and Berlin: Blackwell Publishing. Print.
Fakier, Khayaat; Diana Mulinari and Nora Rathzel (eds.) (2020). Marxist -Feminist Theories
and Struggles Today: Essential writings on Intersectionality, Labour and Ecofeminism.
London, Zed Books. Print.
Ferguson, Ann (1981). “Patriarchy, Sexual Identity, and the Sexual Revolution.” Signs. 7(1):
158-172. Print.
Firestone, Shulasmith (1968). “On Abortion.” Notes from the First Year. New York: New
York Radical Women.
Firestone, Shulasmith (1970). The Dialect ic of Sex: The Case for Feminist Revolution. New
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Print.
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Cambridge: Cambridge University Press. Print.
Forbes, Geraldine (2005). Women in Colonial India: Essays on Politics, Medicine, and
Historiography. New Delhi: Chronicle Books. Print.
Page 61
French, Marilyn (2008). From Eve to Dawn: A History of Women in Four Volumes. New
York: The Feminist Press at CUNY. Print.
Gallop, Jane (1982). The Daughter’s Seduction: Feminism and Psychoanalysis. Ithaca, New
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Garcia, Manon (2021). We Are Not Born Submissive: How Patriarchy Shapes Women’s
Lives. Princeton: Princeton University Press. Print.
Ghosh J. (2009). Never Done and Poorly Paid: Women’s Work in Globalizing India. New
Delhi: Women Unlimited. Print.
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https://medium.com/gender -theory/my -feminism -will-be-intersectional -504e9a50e
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Page 62
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Retrieved from URL: https://www.transform -
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Page 63
Links to Films:
1. Juice:
https://www.youtube.com/watch?v=R -Sk7fQGIjE
2. Going Dutch:
https://www.youtube.com/watch?v=iFFYF -fykaU
3. Devi
https://youtu.be/2KP0aDTVtFI
4. Ahalya
https://youtu.be/Ff82XtV78xo
MOOC
Andrea Walsh, and Elizabeth Fox. WGS.101 Introduction to Women's and Gender Studies. Fall
2014. Massachusetts Institute of Technology: MIT OpenCourseWare, https://ocw.mit.edu .
License: Creative Commons BY -NC-SA.
Syllabus Prepared by:
Dr. Bhagyashree Varma (Convenor), Associate Professor, Department of English, University of
Mumbai
Dr. Deepna Rao (Member), Assistant Professor, Department of English, Jai Hind College
(Autonomous), Mumbai
Mr. Surendra Khandekar (Member), Assistant Professor, Department of English, Dr. Shatilal
Dhanji Devsey College, Wada, Palghar
Dr. Rajiv Kamble (Member), Assistant Professor, Department of English, New Education
Society’s Arts, Commerce and Science College, Lanja, Ratnagiri
Ms. Vandana Kakade (Member), Assistant Professor, Department of English, Anandibai Raorane
Arts, Commerce and Science College, Vaibhavwadi, Sindhudurg
Mr. Subhash Kadam (Member), Assistant Professor, Department of English, Doshi Vakil
College, Goregaon, Raigad
Page 64
University of Mumbai
Syllabus for S.Y.B.A. (Applied Component)
Program: B.A.
Course: Introduction to Advertising
(Choice Based Credit System with effect from the Academic Year 2022 -23)
Page 65
1. Syllabus as per Choice -Based Credit System:
a) Name of the Program : S. Y. B.A. (Applied Component) Semester III and IV
b) Course Code : Semester III (UAIA3A1) Semester IV (UAIA4A1)
c) Course Title : Introduction to Advertising Semester III: Paper I,
(Basic Concepts of Advertising)
Semester IV: Paper II, (Creativity and Rese arch in Advertising)
d) Semester wise Course Contents : Enclosed the copy of syllabus
e) References and Additional References: Enclosed in the Syllabus
f) Credit Structure : No. of Credits per Semester – 02
g) No. of lectures per Unit 12
h) No. of lectures per week 04
2. Scheme of Examination : 5 Questions of 20 marks each
3. Special notes, if any : No
4. Eligibility, if any : No
5. Fee Structure : As per University Structure
6. Special Ordinances /: No Resolutions if any: No
Page 66
S.Y. B.A. (Applied Component)
Course Title: Introduction to Advertising
Paper I & II
(100 Marks Examination Pattern)
Objectives:
i) To introduce learners to the main subfields and basic modern concepts/ideas, theoretical
models, empirical instruments and data sources in advertising.
ii) To encourage learners for further interest in advertising studies
iii) To develop professional communicative competence
iv) To introduce learners to different tools of communication for corporate identity /brand
building through various advertising techniques
Course Outcomes:
By the end of the course, learners should develop the following abilities:
i) To demonstrate a working knowledge of the following areas associated with the advertising
industry: Target marketing, Ad agency organizations and operations, media strategies, use
of electronic media, outdoor media, print media, sales promotions, etc.
ii) To write clearly, coherently and effectively about various concepts in advertising
iii) To define the economic and social impact of advertising on society
iv) To understand the communication process of advertising, marketing research, campaign
strategies, concepts, budgets, creative process, and ethics in advertising.
Total Lectures: 60
Unit - I Introduction to Advertising 12 Lectures
a) Advertising: Evolution of Advertising, Features of Advertising, Active
participants, Role of Advertising in Marketing Mix, Role of Advertising in
society.
b) Classification of Advertising: Social Advertising, Political Advertising,
Advocacy Advertising, Retail Advertising, Financial Advertising,
Corporate Image Advertising, Print Media Advertising, Electronic or
Broadcast Media Advertisi ng, National Advertising, International
Advertising, Advertising on Social media
Unit - II Advertising and Media for Marketing and Communication 12 Lectures
a) Introduction to Integrated Marketing Communication, Advertising and
Publicity, Public Relation, Sales promotion, Different Forms of Displays -
Window Display, Showcases, Showrooms , Exhibitions, Trade Fairs, Semester -III Applied Component Paper – I Total Credits – 2
Course Title: Introduction to Advertising - Basic Concepts of Advertising
Page 67
Traveling Displays, Car Cards, Sky Writing or Sky Balloons, Word of
Mouth Influence (WOM), Packaging,
b) Advertising and Brand Management, A History of Branding and
Advertising, Psychology of Advertising, Media Ecology, Consumer
Behaviour, Environmental Marketing Communications
Unit - III The impact of Media in Advertising 12 Lectures
a) Factors influencing Media selection and Media Planning Strategies,
Importance of Advertising in Marketing , Role of Celebrity Endorsers in
Advertising,
b) Media options for advertising – Television, Radio , Internet, Print, Film,
Outdoor advertising and Social Media,
c) Concepts - Media Buying, Media Selling, Media Mix, Clutter, Zipping &
Zapping, Branding & Brand Positioning
Unit - IV Economic & Social Aspects of Advertising 12 Lectures
a) Economic aspects of Advertising: Impact on production, distribution and
consumer cost, advertising and competition, Understanding the role of
advertising agencies.
b) Social aspects of advertising, advertising and culture (values, festivals,
customs), standard of living, ethics in advertising, Advertising and
Women, Advertising and Children, Ethical issues of Packaging and
Branding, Ethical issues in Online and Social Media Marketing,
c) Regulation and control on advertising in India – Advertising Standard
Council of India (ASCI), Advertising Agencies Association of India
(AAAI), and Information & Broadcasting Ministry, Advertising self-
Regulation
Unit - V Advertising Agency and Advertising as a Career 12 Lectures
a) Advertising Agency ‒ definition, types of services offered, types of
advertising agencies, structure of Ad agencies, agency selection criterion,
ways of getting clients with special reference to creative pitch, Top
advertising agencies and their campaigns.
b) Career options available in advertising field – Advertising agency, media,
production houses, research and allied fields - printing, graphics and
animation, modelling and dubbing, brand managers, copywriters, Art
Directors, Web content Managers, Creative writers, Freelancing
Unit -VI Practical Segment
(This Unit is not to be considered for the Assessment/ Examination)
a) Poster / Technology based group presentations on various Advertisements
on socially relevant topics with relevant case studies.
b) Creating a print Advertisement (Students can be asked to make a print
advertisement and displaying it to the class)
Page 68
Evaluation Pattern:
Question 1 One Essay or Two Short notes on Unit I 20 Marks
Question 2 One Essay or Two Short notes on Unit II 20 Marks
Question 3 One Essay or Two Short notes on Unit III 20 Marks
Question 4 One Essay or Two Short notes on Unit IV 20 Marks
Question 5 One Essay or Two Short notes on Unit V 20 Marks
Total Lectures: 60
Unit - I Creativity and Psychology in Advertising 12 Lectures
a) Role of Creativity in Advertising, Positioning strategies, Role of
Persuasion, Determining the message theme, USP, Decision on
Advertising appeals and selling styles (soft selling / hard selling
skills), Appropriateness and Novelty, Styles of Creative Advertising -
Generic Creative Style, Pre-emptive Creative Style, Resonance
Creative Style
b) Psychology in Advertising – Perception, attitudes and values,
personality and motivations (including buying motives), Use of
Metaphors in Advertising
Unit -II Copy Writing 12 Lectures
a) Copy – types and essentials, Copy writing for print, Outdoor, Radio,
Web and Television (concept of storyboards)
b) Elements of copy – headline (functions and types), over line, body
copy, captions, taglines, slogans, call to action, logo, company name
Unit -III Creativity in Advertising 12 Lectures
a) Illustrations – functions and types, Essentials of a good illustration
b) Visualization ‒ Techniques of Visualization, Layouts - Stages and
Types, Slogans, Logo, Headlines, Memes, GIFs as means of creative
marketing strategy etc.
c) Digital Advertising: The societal and business impact of digital
advertising, Types of digital advertising, The future of online
advertising
Third Semester End Examination Duration: 3 Hours 100 Marks
Semester IV Applied Component Paper II 2 Credits
Course Title: Introduction to Advertising - Creativity and Research in Advertising
Page 69
Unit -IV Advertising Research 12 Lectures
a) Evaluating advertising effectiveness, Importance of research in
Advertising, Types of research: copy research and behavioural
research, Psychographic Segmentation
b) The impact of Ideology on Advertisements - Various ideological
issues and concerns
c) Pre-testing and Post-testing methods of evaluation, Pre-testing
methods: methods for concept testing and copy testing , Post-testing
methods: sales and response rates, recall tests, recognition tests and
attitude and opinion tests.
Unit - V Advertising Budget
a) Meaning of Advertising Budget: Collection of Data and Preparation
of Advertising Budget, Presentation and Approval of the Budget,
Budget Execution, Control of Budget
b) Methods of Framing the Advertising Budget: Affordable Method,
Percentage of Sales Method, Competitive Parity Method, Return on
Investment Method, Objective and Task Method, Judgment Method
c) Approaches to Advertising Budget: Traditional Approach, Modern
Approach, Marcom Budgeting
Unit -VI Practical Segment:
(This Unit is not to be considered for the Assessment/ Examination)
a) A visit to an Advertising agency or group presentation on Copy
writing
b) Creating an electronic Advertisement and displaying it to the class via
electronic communication medium 12 Lectures
Evaluation Pattern:
Question 1 One Essay or Two Short notes on Unit I 20 Marks
Question 2 One Essay or Two Short notes on Unit II 20 Marks
Question 3 One Essay or Two Short notes on Unit III 20 Marks
Question 4 One Essay or Two Short notes on Unit IV 20 Marks
Question 5 One Essay or Two Short notes on Unit V 20 Marks
Fourth Semester End Examination Duration: 3 Hours 100 Marks
Page 70
References:
1. Aaker David A. (1986); Advertising Managemen t; Prentice -Hall of India, New Delhi.
2. Aggarwal, C. D. (2008); Media and Advertising ; Mohit Publication, New Delhi.
3. Arens, W.L., Weigold, M.F. & Arens, C. 2011. Contemporary advertising & integrated
marketing communications. 13th ed. New York, NY: McGraw -Hill.
4. Batra Rajeev,Aaker David A.& Myers John G.(2010),“ Advertising Management
’’,[Hardcover] Pearson Education
5. Belch, G. E. & Belch, M. A. (2007), Advertising and Promotion . ed. Boston et al.: McGraw -
Hill
6. Berger, A.A. (1989). Seeing is Believing: An Introduction to Visual Communication .
7. Bergh Bruce G.Vanden (1999); Advertising Principles: Choice, Challenge, Change ; NTC
Business Books, Illinois.
8. Berman Ronald (1981); Advertising and Social Change ; Sage Publications, London.
9. Cappo Joe. (2004); The Future of Advertising: New Media, New Clients, New Consumers in
The Post-Television Age; Tata McGraw -Hill, New Delhi.
10. Clow K Baack D, (2007), Integrated Advertising Promotion & Marketing Communication ,
3rd edition, Prentice Hall Inc.
11. De Mooij,M.(1998),“ Global Marketing And Advertising: Understanding Cultural
Paradoxes , Sage Publications, Thousand Oaks, Ca.
12. Dunn S. Watson (1982); Advertising: Its Role in Modern Marketing ; Dryden Press, Chicago.
13. Dyer, G. 1993. Advertising as Communication . London: Routledge.
14. Groucutt, J. 2005. Foundations of marketing . New York, NY: Palgrave Macmillan.
15. Harris Godfre (2001); Advertising on the Internet: Let Your Fingers Do the Talking ; Atlantic
Publishers, New Delhi.
16. Herman, E. S., & Chomsky, N. (1988). Manufacturing Consent: The Political Economy of the Mass
Media . New York: Pantheon Books.
17. Jethwaney Jaishri (2006); Advertising Management ; Oxford University Press, New Delhi.
18. Kleinman Philip (1977); Advertising Inside Out; W. H. Allen, London.
19. Kleppner Otto (1966); Advertising Procedure ; New Jersey, Prentice -Hall.
20. Mandav, Pradeep (2001). Visual Media Communication . New Delhi: Authors Press.
21. Margaret C. Campbell, Kevin Lane Keller (2003), “Brand Familiarity and Advertising
Repetition Effects” - Journal of Consumer Research, Inc. Vol. 30 September 2003 P292 -304
22. Piyush N. Marthak (2013). Creative Advertising and Advertising Effectiveness in India,
Global Research Analysis, 2 (3).
23. Potter, W. James (2013). Media Literacy . Sage Publication New Delhi.
24. Schiffman, L.G. and Kanuk, L.L. (2004). Consumer Behavior , Eight Edition, New Delhi:
Prentice Hall, India.
25. Strong, Jr., EK (1925) “Theories of selling.” The Journal of Applied Psychology, 9, 75 - 86.
26. Sullivan, L. 2008. Hey Whipple, Squeeze This! A Guide To Creating Great Ads. 3rd edition.
Hoboken, NJ: John Wiley & Sons, Inc.
27. Taylor, Charles C. 2005. “Moving international advertising research forward: A new research
agenda”. Journal of Advertising 34.1: 7 –16.
28. Williamson, J. (1978). “Decoding Advertisements – Ideology and Meaning in Advertising .”
London, New York: Marion Boyars.
29. Zambardino, A. & Goodfellow, J. 2007. Being”affective” in branding? Journal of Marketing
Management, 23(1 -2):27 -37.
Websites and Webpages:
1. www.censusindia.gov.in
2. www.advertisinginind ia.com
3. www.tamindia.com
4. www.tamadex.com
Page 71
5. www.aidem.in
6. http://en.wikipedia.org/wiki/Chennai
7. http://en.wikipedia.org/wiki/Pondicherry_urban_area
8. http://www.ce nsus2011.co.in/census/district/482 -puducherry.html
9. 9.www.digit alimpulse.in/insights/wp -content/upoads/2013/01/Digital -advertising -Industry -
inIndia.jpg
10. http://findarticles.com/p/articles/mi_hb3192/is_200205/ai_n7866610/
11. http://www.revistalatinacs.or g/_2008/23_34_Santiago/Francisco_Campos.html
12. http://www.anthropoetics.ucla.edu/a
13. http://ideasmarki t.blogspot.in/2009/02/indian -advertising -2009 -2013 -kpmg -ficci.html
14. http://info.shine.com/Industry -Information/Automobiles/783.aspx=Media advertising - By
Shailja Sha h Purohit
15. http://www.inderscience.com/search/index.php?action=record&rec_id=11489
16. 16.htt p://Writingfordigital.Com/2010/04/19/Three -Key-Media -Variables -Time -Attention -
And-Memory/
17. http://www.merinews.com/article/the -changing -scenario -of-advertisin g/126596.shtml
18. http://www.entrepreneur.com/encyclopedia/media -planning
19. http://www.chillibreeze.com/ articles various/advertising -firms.asp
20. www.afaqs.com
21. www.ascionline.org ;
22. www.campaignindia.in
23. www.exchan ge4media.com
24. www.tamindia.com
25. www.cengage.com/global
MOOC Courses:
1) <
2)\<
3) <
4) <
Syllabus Prepared by
Dr. Sudhir Nikam (Convener): Chairperson, BoS & Head, Department of English, B.N.N.
College, Bhiwandi
Dr. Seema Sharma (Member): Associate Professor, Dept. of English, Jai Hind College, Mumbai
Dr. Kailas Aute (Member): Associate Professor, Dept. of English, Smt. C.H.M. College,
Ulhasnagar
Somnath Ramendra Deshmukhya (Member): Assistant Professor, Dept. of English, M.L.
Dahanukar College, Vile Parle, Mumbai
Rameshwar Sureshrao Solanke (Member): Assistant Professor, Dept. of English, Khare Dhere
Bhosale College, Guhagar, Ratnagiri
Manoj Suryawanshi (Member): Assistant Professor, Head, Dept. of English, J. S. M. College,
Alibaug , Raigad