Thursday, January 7, 2010

syllabus of all course in M.Sc Ad & PR

 

 

 

 

 

 

 

 

 

 

 

DEPARTMENT OF ADVERTISING MANAGEMENT & PUBLIC RELATIONS

 

 

Post-Graduate Diploma

 

in

 

 

Web Advertising & Animation

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

WEB ADVERTISING & ANIMATION

 

 

 

Semester 1st

                                                                                                                     L          P          C

 

ADPR-701            Fundamentals of Web Advertising,                              4          0         4       

ADPR-702            Introduction to New Media: Computer,                        4         0          4                                             Internet & Multi Media

ADPR-703            Drawing & Composition:                                             2           4        4          

ADPR-704            Creating Illustration: Concept & Colors                       2           4        4           

ADPR-705            Production Work                                                          0           8        4                                                  

 

Semester 2nd

                                                                                                                  L          P          C                                       

 

ADPR-706            Use of Graphics in Media                                           4          0          4           

ADPR-707            Image magic-Print & Web Using                              2           4          4             

ADPR-708            Animation                                                                   2          4           4           

ADPR-709            Role of Editing                                                           2           4         4             

ADPR-710            Project Work                                                               0           8         4                                                

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SEMESTER 1ST

 

Paper-I                                    Web Advertising

 

Max. Marks           50

Pass Marks            20

 

a)      History of Web sites, History of Web browsers viz. Netscape navigator, Microsoft's Internet Explorer, Endure Pro etc., Concept and definition of websites, Web portal and search engines, categories of websites.  Usage of Plug-ins, active control, Script, Appleys and server pages.

 

b)      Definition and concept of corporate websites, History of corporate websites.  Types of corporate websites. Objectives of corporate websites, Technological aspects of corporate websites.  Vanity publishing.  Audience and accessibility of the corporate websites, Identifying and audiences.  Creating site accessible.  Usage of multiple languages. Inserting feedback forms, Images, Animation.

 

c)      Internet as advertising medium comparisons with other media.

Types of on-line advertising, Web advertisements, Classified advertisements

Banner, E-mail advertising, E-mail letters, Promoting a website

On-line stories, Web brands, Creative community on-line.

 

d)     Introduction of Internet,  Internet IP Address, Domain names, E-mail address,

Service provided by Internet WWW etc. components of Internet, Web browser.

History of advertising on Internet, Elements of Web advertising, Tools for measuring

Effectiveness  of advertising  on the Internet.  Types of advertising on the Internet.

 

e)      Concept of banner advertising, Importance of banner advertising, Creating interactivity in banners.  Using forms for FAQ's and FAB's.  Role of CTR's in banner.  Advertising Push broadcasting, History of push broadcasting.  Direct & Indirect advertising.  Relation of web advertising with marketing of using CRTC's and CPT's.

 

Note:    There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments  and practicals.


 

 

INTRODUCTION TO NEW MEDIA

 

 

 

Paper-II                                                                                                              Max. Marks     50

Pass Marks      20

 

Computer Graphics

 

Introduction [Areas of computer Graphics], graphics standards [VDI, VDM, PHIGS, IGRS], Uses of computer graphics, classification of Application [types (dimensionality), Type of Interaction, Categories of computer graphics [Vector Graphics, Raster Graphics]

 

Animation

 

Animation, Historical Background, uses of Animation, Types of Animation,  Key frames & Tweening, computer based Animation, Cell Animation, Path Animation, Transformation [Types of Transformation (Translation, Rotation, Scaling), co-ordinate system], 2D versus 3D Animation, Animation Techniques [ onion Skinning, Motion Cycling, Masking], Special Effects [color Cycling, Morphing, Warping], Animation File Formats [Animated GIF, Quick Time, AVI, FLIC], Tools for 2D Animation [ Authoring tools for animation, Popular stand- alone animation software] Introduction to Flash5.

 

Multimedia

 

Definition & Evolution of Multimedia, Multimedia presentation & production characteristics of a multimedia presentation, Components & Structure, Hardware & Software Specifications, Digitization concepts, Application domains, visual display systems [Introduction , cathode ray tube (CRT), Video adapter card and cable, Liquid crystal Display (LCD), Plasma display panel (PDP), Comparison between CRT and LCD], Text, Image &  Graphics, Audio, Video, Compression.

 

 

 

 

Note:    There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments  and practicals.

 

 

 

 

 

 

 

 

 

 

 

 

 

DRAWING & COMPOSITION

THEORY

 

 

Paper-III                                                                                                      Max. Marks         40

 

 

What is Image (Dots, Pixels, Digital Image, Digital Image Representation (Resolution, Aspect Ratio (Pixel, Image, Screen), Pixel Depth)

 

Coordinate system, image processing & Picture Analysis, Interactive Graphics, Creation of pictures, cathode ray tube, color CRT, Scanning

 

Plasma Display (Structure of Plasma Display) LCD (Structure of LCD Display), Technology behind LCD Display), Comparison between CRT & LCD Display.

 

Virtual Reality (VR) [ Introduction to Virtual Reality and Virtual Environments, Types of VR Systems ( Immersive, Non- immersive, Hybrid), Benefits of VR], Historical Development of VR, A Generic VR System[(Introduction, Virtual Environment, VR Technology, Modes of Interactions, VR Systems)], Raster scan System, Input Device, Hard Copy Devices.

 

 

DRAWING & COMPOSITION

PRACTICAL

Max. Marks           10

 

 

Practical examination will be taken out of the syllabus of the theory paper of Drawing & Composition.

 

 

 

 

 

 

 

 


 

 

 

CREATING  ILLUSTATION & CONCEPT OF COLOUR

THEORY

 

 

Paper-IV                                                                                              Theory  Max. Marks  40

   

Practical Max Marks  10

                 

 

Illustration

Types of Interaction

Role of the Picture

Logical and Temporal relationship between objects and their pictures

Create, Use & manipulate shapes with the use of Illustrator & Coral Draw

 

 

Edit Models:-

 

Extrusion

Boolean

Beveling

Lathe/ Revolve

Grouping

Model Hierarchy (parent/child)

Reshape/Convert

Duplication/ Mirroring

Pivot/Origin Points

Making a surface from curves (lofting/skinning)

Subdivision

Modifying: (Edges, Faces, Vertices)

Use a reference graphic/Image/drawing (background)

Edit an object after its been created (history)

Other software specific tools

 

 

 

CREATING ILLUSTATION

PRACTICAL

 

 

Practical examination will be taken out of the syllabus of the theory paper of Creating Illustration.

 

 

 


CONCEPT & USE OF COLORS

THEORY

 

 

 

Color

 

Basic idea of color and light [what is color, achromatic color. Halftone & Dithering, Chromatic color}, Color mixing (Subtractive color mixing, additive color mixing, color model (CMY, RBG, HSV, CIE)

 

 

 

 

Shading

 

Why do you need shade, illumination model (Ambient model. Diffused light model, Specular light model), shading Model (Flat model, Gouraud model, Phong model, Surface details (why detailing of surface, surface polygon, texture mapping, Bump Mapping)

 

Transparency (Non-refractive transparency, Refractive transparency)

 

 

 

CONCEPT & USE OF COLORS

PRACTICAL

 

Students will create, Apply and edit surface materials.

Color

Texture

Procedurals

Luminosity

Transparency

Reflective

UV Mapping

 

 

 

 

 


 

 

PRODUCTION WORK

 

 

Paper-V                                                                                                       Max. Marks          80

Pass Marks            32

 

Each student has to make a colored Fiction character with lighting & Camera Effects. The outside expert will evaluate the report.

 

Each student will have to undergo a project in consultation with the faculty for deciding the trust area. Students will have to submit three copies of the project before the commencement of the First semester examination.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SEMESTER 2ND

 

 

 

USE OF GRAPHICS IN MEDIA

Paper-I                                                                                                       Max. Marks          80

Pass Marks      32

 

 

Advertising Techniques: Print Production

Fundamental of Writing, Structure & Content of Writing

Writing for an Advertisement

Copy writing

Elements of Design

      Principle of Design

Layout

Color Scheme

Stages of Production

Script writing

Creating Scripts

Flow Charts & Storyboards

(What are scripts, storyboards and flowcharts, complex interactive flowcharts, writing scripts, case studies)

Photo Communication

Picture making basics

Audio Techniques

      Intermixing Techniques

Shooting & Demonstration

Video Editing

 

 

 

 

 

 

 

 

 

 

 

 


IMAGE MAGIC-PRINT& WEB USING

THEORY

Paper-II                                                                                                      Max. Marks           30

Pass Marks            12

 

Introduction to Software HTML, Adobe Dreamweaver, Adobe Flash, Adobe Director, Adobe Photoshop, Adobe InDesign, Adobe Illustrator, Adobe Acrobat.

 

 

IMAGE MAGIC-PRINT& WEB USING

PRACTICAL

Max. Marks           50

Pass Marks            20

 

Students will learn all the Graphic Designing Software like :

·         HTML

o   Learn how to build a website and marketing emails with HTML and how to manipulate HTML generated by programs like Dreamweaver.

 

·         Adobe Dreamweaver

o   Learn how to create websites without the need for programming-great for designers and non- programmers.

 

·         Adobe Flash

o   Learn how to integrate animation, video, audio and graphics for websites, presentation or mobile content.

 

·         Adobe Director

o   Learn how to create movies, work with sound & video, add interactivity, create and play shockwave movies.

 

·         Animated GIF

o   Learn how to convert image animated.

·         3D Text

·         Adobe Photoshop

o   Learn how to retouch and repair images create artistic montages, add lighting and textural effects, optimize images.

·         Adobe InDesign

o   Learn how to design and layout ads, brochures, flyers and newsletters in full color, multiple page publications.

·         Adobe Illustrator

o   Learn how to illustrate using advanced drawing tools, path editing techniques, filter effects, masks, palettes.

 

·         Adobe Acrobat

o   Learn how to create and modify PDF files, convert web pages to PDF, import images, secure PDF documents.

 

 

 

 

ANIMATION

 

 

Paper-III                                                                                                    Max. Marks           30

Pass Marks            12

 

Introduction to Animation [Animation as a special effect, Types of Animation, Overview of computer based animation]

Two-D Animation[Types of 2-D Animation]

3-D Animation [ Basics of 3D modeling, using transform modifiers, creation of static and animated Materials, Creation and Rotation of wireframe objects, Keyframing and Animation Editing, Forward and Inverse Kinematics, surface Modelling: Flat and curved surfaces, Bending, Warping, Lighting and materials: Effects of lights, Attributes of materials, Textures, Hilight and Shadow, Spotlights, techniques, Rendering: scanline rendering, Raytracing rendering, Organic Modelling, character animation, Bipedal Animation, Meshes, Skeletons, special effect: Morphing, Lens flare, glow, splash, Blur etc, tools for 3D: Animation, Animation File formats.

 

 

 

 

 

ANIMATION

PRACTICAL

Max. Marks           50

Pass Marks            20

 

Practical examination will be taken out of the syllabus of the theory paper of Animation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

ROLE OF EDITING

THEORY

Paper-IV                                                                                                      Max. Marks   30

         Pass Marks      12

 

 

What is Editing

Role of Editing

Types of Editing (Linear Editing, Non-Linear Editing)

Image Editing [selection, Painting and transformation tools, layers, Channels, Masks, Anti-aliasing, Dithering, Filters}

Audio Editing [ Normalization, Mixing, Cross- fading, Dynamics, Filters, Mono/stereo formats, Noise gate]

Video Editing [ Importing clips, trimming clips, splitting clips, manipulating audio content, adding transitions, changing speed of a clip, changing opacity, applying special effects, superimposing an image, exporting a movie]

 

 

 

ROLE OF EDITING

PRACTICAL

Max. Marks           50

Pass Marks            20

 

Practical examination will be taken out of the syllabus of the theory paper of

Role of  Editing.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


 

PROJECT WORK

 

Paper-V                                                                                                    Max. Marks     80

                                                                                                                  Pass Marks      32

 

Demonstrate the animation process

 

Project Brief

Story

§  Script writing

      Style

§  Story conceptualization

§  Character, set and prop Design

o   Genre

o   Color/value

o   Mood (Light)

o   Clothing

o   Vehicles

o   Architecture

      Storyboards

      Dialog Recording

      Animatic/ Story Reel

      Scene Blocking

      Modeling

      Rigging

      Mapping/Texturing

      Lighting

      Animating

      Rendering

      Effects

      Compositing

 

Each student has to make a own project .The outside expert will evaluate it.

 

 

Each student will have to undergo a project in consultation with the faculty for deciding the trust area. Students will have to submit three copies of the project before the commencement of the Second semester Examination.


 

 

 

DEPARTMENT OF ADVERTISING MANAGEMENT & PUBLIR RELATIONS

 

 

Post Graduate Diploma in Tourism PR SESSION: 2009-2010


                    SYLLABUS OF POST GRADUATE DIPLOMA IN TOURISM PR

DURATION: 1YEAR (2 SEMESTERS)

 

Marks: 1000(100 marks for each paper). Written exam will be for 60 Marks & internal assessment for 40%. The internal assessment will include Seminars, assignments on a given topic or test to be designed by the concerned faculty dealing the papers. In case of field trip & viva voce, the distribution of marks would be 60 marks for the field trip & 40 Marks for the viva voce.

 

Total credits: 40(4 credits for each paper)

The course programme is as under:

SEMESTER- I

ADPR 801 TOURISM BUSINESS

ADPR-802 PRINCIPLES OF PUBLIC RELATIONS

ADPR-803 TOURIST PRODUCT

ADPR-804 DEVELOPING TOURISM PR CAMPAIGNS

ADPR-805 FIELD TRIP & VIVA VOCE

 

SEMESTER-II

ADPR-806 COMMUNICATION SKILLS & PERSONALITY DEVELPOMENT

ADPR-807 TOURISM MARKETING

ADPR-808 TRAVEL AGENCY & TOUR OPERATION BUSINESS

ADPR-809 PRINCIPLES OF MANAGEMENT

ADPR-810 FIELD TRIP & VIVA VOCE II

 

No. of Seats-20


                    SYLLABUS OF POST GRADUATE DIPLOMA IN TOURISM PR

 

 

SEMESTER- I                                                                                                   L.         P.         C.

 

ADPR 801        TOURISM BUSINESS                                                               4          0          4

ADPR-802        PRINCIPLES OF PUBLIC RELATIONS                                     4          0          4

ADPR-803        TOURIST PRODUCT                                                                4          0          4

ADPR-804        DEVELOPING TOURISM PR CAMPAIGNS                               4          0          4

ADPR-805        FIELD TRIP & VIVA VOCE                                                      0          8          4

 

SEMESTER-II                                                                                                   L.         P.         C.

 

ADPR-806 COMMUNICATION SKILLS & PERSONALITY                                  4          0          4

      DEVELPOMENT

ADPR-807 TOURISM MARKETING                                                                   4          0          4

 

ADPR-808 TRAVEL AGENCY & TOUR OPERATION BUSINESS                                  4          0          4

 

ADPR-809 PRINCIPLES OF MANAGEMENT                                                     4          0          4

 

ADPR-810 FIELD TRIP & VIVA VOCE II                                                                        0          8          4

 

Total Credit:


Tourism PR

 

Semester-1                                                                                                 Max. Marks    50

       Pass Marks     20

 

ADPR-801            Tourism Business

 

 

Unit-I:              Definition of Tourism

                        Understanding the term tourist,

                        Excursionist, visitor, vacationist

Tourist Resource, Tourism Product &

Destinations

 

Unit-II:             Nature and scope of tourism

                        Components and types of tourism,

                        Tourism through the Ages

Tourism as an Industry, Structure &

Organization of tourism industry

 

Unit-III:            Factors responsible for growth and development of tourism at global level.  

                        Tourism trends at International level.

                        Economic, socio-cultural and Environmental impact of tourism

 

 

Unit-IV:           International Tourism in India

                        Domestic tourism Development

                        Problems & Prospects of Indian Tourism

 

                       

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


ADPR-802            Principles of Public Relations                           Max. Marks    50

       Pass Marks     20

 

Practice of Public Relations:                       

 

Principles and models of Public Relations

Tools of Public Relations

Structure and Functions of In House Public Relations

Structure and Functions of Commercial Public Relations agencies

Planning and Implementations of Public Relations

Press release writing and distributions

Press conference

Institutional public relations and international public relations

Image building and Pressure groups

Crisis communication and Public issue communication

Public Relations and Internet

Writing for Press

Office Style

Planning and evaluation for PR

PR and marketing mix

 

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


ADPR-803            Tourism Product                                                Max. Marks    50

       Pass Marks     20

                       

Unit-I:              Socio Cultural Resources-1

Major religions in India

Concept of Pilgrimage and major pilgrimage Centers

 

Unit-II:             Architecture

Landmarks of Buddhists and Jain architecture

Major specimens of Hindu architecture

Important  monuments  belonging to  Islam and British periods

 

Unit-III:            Performing arts of India

Major fair and festivals

Classical dance and music of India

Indian Handicraft

Unit-IV:           Natural  tourist resources

Tourist resources in mountains:          Shimla Kullu-Manali, Nainital, Mussorie

Indo-gangetic  plain Amritsar, Delhi Allahabad, Lucknow and Kolkatta

Peninsular India Khajuraho, Ajanta, Ellora, Hyderabad, Bangalore,

Coastal India & Islands:           Mumbai, Goa, Cochin, Chennai, Andaman & Nicobar.

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


 

ADPR-804   Developing Tourism PR Campaigns                           Max. Marks    50

       Pass Marks     20

 

Tourism PR Campaigns:                  

 

Introduction to PR Campaigns

Appraisal and Analysis for PR Campaigns, Setting Campaign Objectives

Planning and Strategies in PR Campaigns

Choosing Appropriate PR Tools

Budgeting for PR Campaigns, Evaluating PR Campaigns

Special Information Campaign, Political Campaigns

 

 

PR Tools:

 

Meetings, Seminars, Workshops, House Journals, Brouchers

Pamphlets, Folders and other Publicity Material

Media Relations, Press Conferences, Media Briefing and Interviews

 

 

 

Incredible India Campaign (case study)

 

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


 

 

ADPR-805            Field trip and Viva-voce

 

 

Students need to produce a report of field trip and viva would be conducted on the basis of the same.
 

ADPR-806    Communication Skills & Personality Development

                                                                                                                                    Max. Marks    50

       Pass Marks     20

Unit –I:            Communication Concept.  Process and barrier to communication.

                        Forms of communication- verbal, visual and non-verbal, body language

                        Kinesis Proxemics, para-language

Principles of correct use of language, words, sentences, paragraphs, continuity & flow.

 

Unit –II:           Commercial correspondence- Business letters, faxes, memo, CV, e-mail reports memoranda, meetings, documentation etc.

Telephone  etiquettes and telephone handling for business purposes.

 

Unit –III           Attitudes, Attitudes and personality traits for successful tourism career

                        Developing these traits. Importance of Interpersonal relations in Job-

                        Undertakings & Developing these relations.

 

Unit –IV:          Job  and personal hygienic  standards, methods to maintain these standards.

                        Personal Grooming & Body language for work.

 

Unit –V:           Social skill standards & tactful handling of situations. Unexpected events in tourism,

                        industry  use of communication to adapt with tourists of different cultures.

 

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


     ADPR-807                                      Tourism Marketing                          Max. Marks    50

       Pass Marks     20

 

Unit –I:            Concept of Marketing, Service Marketing and Tourism Marketing.

Distinction between Products and Services. Implications of this difference for Tourism Marketing.

                       

Unit –II:           Marketing Environment and its Analysis(SWOT)

Concept of Marketing mix and its elements, Developing Marketing mix for Tourism.

 

Unit –III           The Tourism Product- Concept, Packaging & Branding of Tourism

Products Tourism Product life cycle and different marketing strategies for different stages of life cycle.

                       

Unit –IV:          Supply  of Tourism Product

Planning Service Environment, Balancing Demand & Capacity, Managing

Distribution chain for effective supply.

                       

Unit –V:           Destination Marketing

Destination as Tourism Product

Categorization of Destination(Plog's)

Visitors segments of a destination(Cohen's classification)

                        Developing and Marketing a new Destination.

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


ADPR-808                     Travel Agency/ Tour Operations Business    Max. Marks    50

       Pass Marks     20

 

Unit –I:            Travel Agency Tour Operations-meaning, definition, types, significance and growth over the years.

                       

Unit –II:           Functions of Travel Agencies and tour operators.  Linkages and integrations in tour operation business.

Unit –III           Travel Agency Organization  Structure-Meaning and significance.

                        Procedure for recognition of Travel Agency and tour operations from Ministry of Tourism, Govt. of India.

Unit –IV:          Travel  Packaging-Concept, meaning, types. Roles and contribution of Air India. Indian airlines and Indian Railways in promotion of tour package business.

                       

Unit –V:           Role and contribution of Tourism Trade Associations in the healthy growth  and development of tour operation business.

 

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.


ADPR-809                                        Principles of  Management               Max. Marks    50

       Pass Marks     20

 

Unit –I:            Introduction to Management: Concept, functions, process.  Trans of a successful and managerial role.  Management and society Social responsibilities and ethics of business in general and the society.

                       

Unit –II:           Organizing Concept of organizing and organization line & staff and functional authorities.  Span of  contest.  Delegation. Organizational structure and design.

 

Unit –III           Planning Nature, types and process of planning.

                       

Unit –IV:          Directing Communications, Process and types of communication barrier and principles of effective communication.  Motivation, meaning theory Herzberg.

                  

Unit –V:           Leadership-Concept, Quality of a successful leader, factors influencing performance of a leader.  Management Grid common Behaviour of leadership.

 

 

Note:     There will be 8 questions out of which five will have to be answered.  All the questions will carry equal marks.  The students shall have the option to write their answers both in English & Hindi in the theory examinations, assignments and practicals.

                         

 

 

                         

ADPR-810    FIELD TRIP & VIVA VOCE II

 

Students need to produce a report of field trip and viva would be conducted on the basis of the same.
M. Sc. Advertising & Public Relations,

 

 

Department of Advertising Management & Public Relations


Department of Advertising Management & Public Relations

CREDIT REQUIREMENT FOR COMPLETION OF THE PROGRAMME = 100

Core Course                   = 80

Programme Elective       = 20

Open Elective                = 06

Total Credits                  = 100 (grade-I or above)

 

Semester I                      24 Credits

Semester II                     22 Credits

Semester III                    27 Credits

Semester IV                   27 Credits

 

SCHEDULE OF COURSES

SEMESTER I

SN

COURSE CODE

TITLE

L

P

C

1.

2.

3.

4.

5.

6.

7.

ADPR-601

ADPR-602

ADPR-603

ADPR-604

ADPR-605

ADPR-606

ADPR-607

Communication and Master communication theory.

Principles of Advertising & PR

Writing for Advertising & PR

Graphics & Production

Presentation & Communication Skills

Adv. And PR Research

Basic of Computer

4

4

2

2

2

4

0

0

0

4

4

4

0

0

4

4

4

4

4

4

0

Total credits                                                                                                             24

 

SEMESTER II

SN

COURSE CODE

TITLE

L

P

C

1.

2.

3.

4.

5.

6.

ADPR-611

ADPR-612

ADPR-613

ADPR-614

ADPR-615

ADPR-616

Marketing & Management

Creativity in Advt. & PR

Advertising & PR Campaign

Advertising & PR Management

Advertising & PR Production

Internship

4

2

2

4

0

0

0

4

4

0

8

4

4

4

4

4

4

2

Total credits                                                                                                            22

 

SEMESTER III

SN

COURSE CODE

TITLE

L

P

C

1.

2.

3.

4.

5.

6.

7.

ADPR-621

ADPR-622

ADPR-623

ADPR-624

ADPR-625

ADPR-626

ADPR-627

Transcreation

Media Laws & Ethics

Consumer & Target Group Behavior

Special Paper-I

Special Paper-II

Special Paper-III

Open Elective-I

(Copy writing)

2

4

4

2

2

4

3

4

0

0

4

4

0

0

4

4

4

4

4

4

3

Total credits                                                                                                              27

 

 

SEMESTER IV

SN

COURSE CODE

TITLE

L

P

C

1.

2.

3.

4.

5.

6.

7.

ADPR-631

ADPR-632

ADPR-633

ADPR-634

ADPR-635

ADPR-636

ADPR-637

Social Marketing & Development Communication

Business Communication

Special Paper-IV

Special Paper-V

Comprehensive Viva

Dissertation

Open Elective-II

(Transcreation)

4

4

2

2

4

4

3

0

0

4

4

0

0

0

4

4

4

4

4

4

3

Total credits                                                                                                               27

 

 

 

 

 

 

 

 

 

 

ADPR-601     COMMUNICATION AND MASS COMMUNICATION THEORY

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

A)        Definition and Concept of Communication

Evolution of Communication

Elements of Communication

Functions of Communication

Communication and Socialization

B)        Forms of Communication

       a) Intrapersonal Communication

Interpersonal Communication

Small Group Communication

Public Communication

Mass Communication

        b) Non-verbal Communication, Body Language

Verbal Communication

C)        Models of Communication

SMR Model

SMCR Model

Shannon & Weaver Model

Laswell's Model

Osgood's Model

Dance's Model

Schramm's Model

Gerbner's Model

Newcomb's Model

Convergent Model

Gatekeeping Model

D)        Theories of Mass Communication

Theories of impact of Mass Communication

Limitations of Mass Communication

Demissification, Demystification, Decentralization

Convergence, Future trends in Mass Communication

E)        Mass Media of Communication: Newspapers, Magazine, Radio, Television, Films, Books.

Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answer both in English and Hindi in the theory examinations, assignments and practicals.

ADPR-602 Principles of Advertising and PR

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Principles of Advertising

Advertising : An Introduction :-

Concepts and Definition, History of Advertising and development of modern advertising. Role and Reach of Advertising, Classification of Advertising

Advertising and Marketing :-

Advertising in Promotion – Mix, Advertising in Marketing-Mix Promotion in Marketing.

Advertising Agencies an Introduction :-

Why Advertising Agencies, History and Development of Advertising Agencies, Advertising Departments, Creative Boutiques, Advertising Laws, Ethics and Code of conduct.

B)        Principles of Pubic Relations

            Pubic Relations : An Introduction :-

Concept and Definition of Pubic Relations, History and Development of PR, Types of Publics, Role and reach of PR, Tools of PR

            PR Organizations and Consultancies an Introduction :-

History and Growth of PR in marketing-mix, Publicity and Propaganda, Public Opinion, Liason and Lobbying. Social Responsibility, Ethics & Code of Conduct.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

ADPR-603 Writing for Advertising and PR

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Fundamental of Writing :-

Introduction to creative writing, Lucidity and Directness, Authenticity and Credibility, Authorial Voice, Coherency, Consistency, Transition.

B)        Structure and Content of Writing :-

Preparation for Writing, Importance of Vocabulary, Word play, Introduction, Body, Conclusion, Presentation of ideas, Styles of Writing, Description, Dialogues.

C)        Writing for Advertising :-

Advertising copy, types, functions, Headlines, Body text, Slogans, Scripts for Radio Jingles and TV Commercials.

Copy Writing : an introduction :-

Writing for Print Ads, Writing Jingles and TV commercials, Writing for other Publicity Materials, Writing for direct mail and directories etc.

D)        Writing for PR :-

Introduction to PR Writing, Persuasion in writing, empathy, writing for specific Audiences, difference between writing for PR and other types of writing, writing for various types of PR material, News release, Backgrounders, Features and Profiles, writing for House Journals, Report Writing.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

 

 

ADPR-604           Graphics and Production

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Concept and Philosophy of Graphics and Production

Elements of Design

Principles of Design (Design syntax)

Type and Type faces

Chosing Types in Design

Layout

Composing Methods

Desk Top Publishing

Printing Process and Methods

Visual Copy Reproduction

Color and its Production Aspects

Printing Paper

Costing and Estimating

B)        Introduction to various types of print publications :-

Leaflets, Brouchers, Posters

C)        Still Photography : Origin and History

Camera Parts and Types of Cameras

Photographic techniques – Exposing, Development and Printing.

Black and White Photography

Colour Photography

Special Photograhic Techniques

D)        Introduction to Audio Visual Production

Basics of Audio Recording, Basics of Film Production Techniques

Basics of Video Production Techniques, Sound and Slide Productions

E)        Introduction to Computer Animation

 

 

 

 

 

 

 

 

ADPR-605           PRESENTATION AND COMMUNICATION SKILLS

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Communication Skills :-

Essentials of Communication Skills

Small Group Communication Techniques

Group Discussion

Public Speaking Techniques

Body Language-Verbal and Non-Verbal

Interviews-Kinds of interviews-as interview & as interviewer

Work shops :

Mock Interviews, Group Discussions, JAM (Just a Minute), Dress Codes

B)        Presentation Skills :

Pre-presentation preparation

Presentation Skills

Post-presentation follow-up

Presentation aids : Audio aids, Visual aids, Audio-Visual aids, Printed aids

Computer aided presentation

Use of power point

Meetings, Convening, Preparation, Managing, Post Meeting follow up

Organizing

Meeting manners

Presiding over a meeting

Participating in a meeting

C)        Written Presentation :-

Preparation of CV/Resume

Official Correspondence

Report Writing

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

ADPR-606           ADVERTISING AND PR RESEARCH

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Introduction to Research

Concept of Research

Role, Function and importance of Communication Research

B)        Methods of Communication Research

Census Method, Random Sample Surveys

Random Sampling-Questionnaire, Coding tabulation, Data Interpretation

Report Writing-Footnotes, Index, Bibliography

Observation Methods-Case Studies, Content Analysis

C)        Research Design

D)        Statistical Methods in Communication Research

Mean, Median, Mode standard derivation, Chi-square Test

E)        Media Research

Media Habits, Impact Studies, Trend Studies

F)         Advertising Research

Exploratory Research : Getting the facts Right

Diagnostics Research : Checking out the facts and Getting the options

Evaluative Research (copy and concept testing) : recognition Test,

Recall Tests, Persuasion

Test, Focus Groups, Depth Interviews, Simulated Market Tests.

G)        PR Research

Exploratory Research : Studying Attitudes, Conflicts, Public Opinion

Diagnostic Research : Assessing the Opinions and Facts

Evaluative Research : Popularity Polls, Public Opinion Survey.

 

 

 

 

 

 

 

 

 

 

ADPR-607           COMPUTER APPLICATIONS

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Introduction to Computers :-

Definitions, Generation, Memories and Classification of Computers

Hardware and Software device

Application of Computers in various Mass Media :-

Newspapers, Magazines, Radio and Television, Media Planning etc.

Introduction to MS-Office, MS-Word :-

Special emphasis on MS-Word and Power Point, MS-Word basics, Typing and Editing, Formatting Text, Page Design and layout, Mail Merge and Document Management.

Power Point :-

Presentation Graphics, Introduction to Power Point, Creating a Presentation and Customizing the Slide Show.

Introduction :-

Graphics, Multimedia and Animations

Introduction :-

Page Maker, Corel Draw, DTP and their use in main media application

Introduction to Internet :-

Definition, Various activities on Internet, Tools and Services on Internet, Browsing the Internet.

Every student will attain proficiency in data entry and at least one of the Software Packages of Word Processing.

Every student will attain proficiency in data entry and at least one of the Software Packages of Word Processing.

Computer Practical

ADPR-607

  • Each student is required to attain a speed of 25 words per minute for data entry. There will be the qualifying speed for the Practical Exam of Computer Applications.
  • Proficiency in the use of MS-Office (Word, Power Point), Page Maker and Corel Draw.
  • The Practical exam will consist of two parts. First part would be qualifying for which there would be no marks. In the second part the students will be required to exhibit their proficiency in the use of MS-Office (Word, Power Point), Page Maker and Corel Draw. Marks would be given for the performance.

 

SEMESTER-II

ADPR-611           MARKETING MANAGEMENT

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Management

Concept and Definition of Management

Role of Managers

Decision making-By individuals and groups

Organizing and Staffing

Human Resource Development

Planning and Strategic Management

Budgeting

Leadership

Entrepreneurship

Managing Small Business and Corporate Management

Creating New Ventures

Future Treads in Management

B)        The concept and Philosophy of Marketing

Marketing vs Sales

Role of Marketing in Organizations and Society

Changing Indian Marketing Scenario

Marketing Mix-Advertising, Personal Selling, Sales Promotion and Public Relations

Direct Mail

Consumer Behavior

Marketing Strategy, Appraisal and analysis of market, Differentiating and Positioning the Marketing offer, The Product Life Cycle.

Market Leader, Challenges, Followers and Nichers

Market Information System, Market Intelligence, Market Research, Sales Reports

Organizing, Implementing, Evalutaing and Controlling and Marketing Programme,

Direct Marketing.

 

 

 

 

ADPR-612           CREATIVITY IN ADVERTISING & PR

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Creativity in Advertising

Creativity : Concept and Definition

Creativity and Communication

Creativity in Advertising

Idea Generation

Copy Platform

Idea to Copy and Visual

Copy Writing

Creativity in Layout and Direction

Appeals in Advertising

Interface of Copy Creativity and Visual Creativity

B)        Creativity in Public Relations

Persuasion : Concept and Practice

Motivational Theories and their Relevance in PR

Creativity in Writing for PR

Creativity in Media Relations

Creativity in Employee Relations

Creativity in Community Relations

Creativity in Relations with other Publics

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

 

ADPR-613           ADVERTISING & PR CAMPAIGNS

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Ad. Campaigns

Introduction to Ad. Campaigns

Campaign Planning

Appraisal and Analysis for a Campaign

Setting Campaign Objectives, Creative Strategy

Copy Writing and Art Work

Media Structure, Media Options and Media Selection,

Budgeting, Evaluation of Campaign

B)        PR Campaigns

Introduction to PR Campaigns

Appraisal and Analysis for PR Campaign, Setting Campaign Objectives.

Planning and strategies in PR Campaigns

Choosing Appropriate PR Tools

Budgeting for PR Campaigns, Evaluating PR Campaigns

Special Information Campaign, Political Campaigns

C)        Advertising Media

Print Media : News Papers, Magazines

Electronic Media : Radio, TV, Films

Outdoor Media : Posters, Banners, Hoardings, Wall Writings, etc.

Transit Media

Media Characteristics : Advantages and Disadvantages of Various Media

Media Scene in India – Changing Profile of the Press, Radio and TV in India

New & Emerging Media : Internet Advertising, Exhibitions, Road Shows, Special Events etc.

D)        PR Tools

Meetings, Seminars, Workshops, House Journals, Brouchers

Pamphlets, Folders and other Publicity Material

Media Relations, Press Conferences, Media Briefing and Interviews.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

ADPR-614           ADVERTISING & PR MANAGEMENT

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

A)        Advertising Agency :-

Structure, Function and Role of Ad. Agencies

Interface of various Departments of an Ad. Agency

Agency – Client Relationship-Client Brief, Account Planning and Handling

Functions of an Ad. Department in Corporate Sector, Agency Commission Concept

Selection and empanelling of Ad. Agencies

Apex Advertising Organizations – AAAI, AC, ABC

B)        PR Organizations :-

Structure, Functions and Role of PR Organizations

PR Departments in Private and Public Sectors & NGO.

PR Consultancies, Financial PR, Apex PR, Organizations : PRSI, IPRA

C)        Advertising Budget :-

Ad Budget and Overview, Methods of Determining Advertising Appropriation Monitoring and Control of Budget, Production and Cost Analysis.

D)        PR Budget :-

Ad Budget an Introduction, Methods of Determining Advertising Appropriation Monitoring and Control of Budget, Production and Cost Analysis.

E)        Media Planning :-

Introduction to Media Planning

Media Class, Vechicles, Options

Media measurement Tools : TRP, Average issue Relationship (AIR), Opportunity to See (OTS), Cost Per Thousand (CPT), Gross Impression, Gross Rating Point (GRP)

Reach and Frequency, Syndicated Studies – NRS and IRS

Media Selection, Media Tariff, Media Buying

Role of Computers in Media Planning, Media Innovations

F)         Managing PR Tools :-

Conducting Press Conferences

Conducting Press Tours, Plant Visits etc.

Organizing and Participating in Exhibitions, Fairs etc

Organizing Special Events

Designing and Printing of House Journals, Annual Reports, and other Publicity Material

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

ADPR-615           ADVERTISING AND PR PRODUCTION

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Each Student will prepare a portfolio contains the following :-

 

Ad Production                                                                       Number              Marks

 

Classified & Classified Display                                              10                         5

Display                                                                                    5                           5

TV Ads.                                                                                  2                           10

Radio Jingles                                                                           5                           10

Pamphlets & Folders                                                               10                         10

Wall Writing & Banner                                                           10                         5

Posters                                                                                     5                           5

 

PR Production                                                                       Number              Marks

 

News Release                                                                          5                           10

Backgrounders                                                                        5                           5

News Letters (one each in Hindi & English)                          2                           10

(Dummies of at least 8 pages)

Institutional Profiles with Mission & Objectives                    2                           5

Annual Report                                                                        2                           5

Features                                                                                   5                           5

 

The Production Portfolio will be submitted by every student within one week of the last theory examination of the 2nd semester.

 

 

 

 

 

 

 

 

 

ADPR-616           INTERNSHIP

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Each student will have to undergo 8 weeks of internship in some media organization (Ad. & PR) after second semester. Students will have to produce a report of their activities during the period on their return from internship

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

SEMESTER-III

ADPR-621           TRANSCREATION

Minor Test-I                            20 Marks [Minor test (two best) 40% (20% each test)]

Minor Test-II                          20 Marks (Major test 50%)

Major Test-III                         50 Marks

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Qualities of Good Writing

Clarity, Brevity, Sincerity, Flow, Readability, Style.

 

B)        Basics of Transcreation

Hindi to English, English to Hindi

Translation of on the spot coverage, letters to editor simple news, rewrites, additions alternations giving headlines, today's engagement etc.

 

C)        Transcreation of Categorized news : follow-ups, post event coverage, analytical, community grievances.

Events : Deaths, Births, Marriages, Crime, Disaster, Epidemics, Seasons and Weather, Natural Calamities, Human Interest stories.

 

D)        Types of Stories :-

Legislative bodies, representative bodies, Government, Semi-government, Political event, development.

Business, Commerce, Finance, Industry and Agriculture.

Arts & Culture, Literature, Entertainment, Science & Technology, Sports, Religion. Interviews and Features.

 

E)        Preparing Press Release and Press Notes, Converting Press Release into News, Reporting Press Conferences.

 

Team Work

Student will prepare and update a daily dairy for news translations.

Student will be given assignments for translation for English to Hindi and Vice-versa.

News scene, News language and writing skill will be treated as three separate qualities for overall assessment.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

ADPR-622           MEDIA LAWS AND ETHICS

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks

Major Test-III                         60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Regulations for Advertising :-

Code of ethics for advertising in India by Advertising Council of India.

DAVP's code of advertising

The Drugs and Magi Remedies (objectionable advertisements) act

Banking and Non-Banking Financial companies and miscellaneous Non-Banking Young person harmful publication act 1986.

B)        Regulations for Public Relations :-

Code of Athens (IPRA code of ethics)

Code of professional standard for PR practitioners by PR society of America.

C)        Print Media Regulations :-

Freedom of speech and expressions, Articles 19(a) and 2 reasonable restrictions

Right to information

Laws for defamation

Contempt of Court

Contempt of legislation

Official secrets act

Press and books registration act

Copyright act

Various wage boards

Drugs & Cosmetics Act 1940

Patent and Trade Marks Act

Lottery and Prize competition act

D)        Electronic Media Regulations

Convergence Bill Law, Cyber Law

Broadcasting code for news for AIR and DD

Broadcasting code for advertising for AIR and DD

Cable TV regulation act

Cinematograph Act

Film Censorship

Reports of various Committee and commissions dealing with electronic media in India.

Rejection of advertisement on specified and unspecified groups.

 

ADPR-623           CONSUMER AND TARGET GROUP BEHAVIOUR

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Consumer Behavior :-

Meaning, Scope and its application, Need and Motives, Role of Consumer in Marketing, Types of Consumers, Case Studies.

B)        Consumer Needs and Motivation :-

Personality and Consumer Behaviors, the nature of Consumer attitudes, Strategies of attitude change, Communication and Consumer Behavior, Persuasion, Case Studies.

C)        Group Dynamics and Consumer Behavior :-

Consumer Decision Making, Major Factors influencing Consumer Behavior, Reference Groups, Personal Influence and Opinion, Leadership Process, Case Studies.

D)        Social Surrounding of Consumer :-

The Family, Functions of a family decision making, Family life cycle, Changing Female Consumer, Social Class, Life Style Profiles, Social class mobility, Affluent & non-affluent consumer, Case Studies.

E)        Consumer Perception :-

Its dynamics, Imagery, Influence of culture on consumer behavior, Diffusion of Innovation, Models of buying behaviour-Howard-Sheth, Importance of consumer research. Case Studies.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

 

ADPR-624           SPECIAL PAPER-I (Advertising)

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Practice of Advertising

News paper, Magazines

Radio, Doordarshan, Film, Internet

Transit Media, Other miscellaneous Media

Advantages and disadvantages of various media.

Characteristics of various Media.

Sponsored Programme, road show

 

Cable Advertising :-Why cable advertising, How cable advertising is important, opportunity for sponsorship, advertising basics and cable TV, Commercial flexibility, Evaluation, Computer general Graphics, Local advertising and commercial messages, Audience Research.

 

Internet Advertisement :-Glossary of internet advertisement History and growth of internet, Kinds of internet advertisement, Advantages and disadvantages of Internet advertisement, Traditional advertisement and internet advertisement, New dimensions in internet advertisement.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

 

 

 

ADPR-624           SPECIAL PAPER-I (Public Relations)

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Practice of Public Relations

 

Principles and models of Public Relations

Tools of Public Relations

Structure and Functions of Commercial Public Relations agencies

Planning and Implementations of Public Relations

Press release writing and distributions

Press conference

Institutional Public Relations and International Public Relations

Image building and Pressure groups

Crisis communication and Pubic issue communication

Public Relations and Internet

Writing for Press

Office Styles

Planning and evaluation for PR

PR and marketing mix

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

 

 

 

 

 

 

ADPR-625           SPECIAL PAPER-II (Advertising)

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Internet

Websites for advertising & Communication

E-mail, Browsing, Webpage development

Internet governance

ICANN, netiquettes, Hypermedia

DTP, Video Streaming, Broadband policy & applications

SWAN Policy

Modes of Internet access and connection

New trend

 

B)        Interactive Advertising

Definition & Types

New methods & media of advertising

SMS advertising

Unconventional methods of advertising

Glossary changing profile of audience

Upcoming trends

Research on new interactive advertising

Instant messaging economics

E-commerce

In-commerce & blogging

Other on-line resource

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

ADPR-625           SPECIAL PAPER-II (Public Relations)

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Internet

Websites for advertising and communication

E-mail, Browsing

Web Page development

Internet governance

ICANN, netiquettes, Hypermedia

DTP, Video Streaming, Broadband policy & applications

SWAN Policy

Modes of Internet access and connection

New trend

 

B)        Interactive Advertising

Definition & Types

New methods & media of PR

Unconventional methods of PR

Glossary changing profile of audiences

Upcoming trends

Research on new interactive PR

Instant messaging economics

E-commerce

In-commerce & blogging

Other on-line resource

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

ADPR-626           SPECIAL PAPER-III (Advertising)

Case Study in Advertising

Minor Test-I                          15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                         15 Marks

 Major Test-III                       60 Marks (Major test 60%)

Co-curriculum activity           10 Marks

Total                                      100 Marks

 

Each student has to do the case study in the field of advertising. The outside expert will evaluate the report.

 

Each student will have to undergo a case study in consultation with the faculty for deciding the thrust area. Students will have to submit three typed copies of the report of the case study before the commencement of the third semester examination.

 

 

 

ADPR-626           SPECIAL PAPER-III (Public Relations)

Case Study in Public Relations

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Each student has to do the case study in the field of Public Relations. The outside expert will evaluate the report.

 

Each student will have to undergo a case study in consultation with the faculty for deciding the thrust area. Students will have to submit three typed copies of the report of the case study before the commencement of the third semester examination.

 

 

 

 

 

 

 

 

 


Deptt. of Advertising Management & PR                             Open Elective-I

 

 

ADPR-627           Copy Writing (Semester 3rd)                     3 Credits

 

Importance of Vocabulary

Word Play

Styles of Copy Writing Hybrid Words

Ida Generation

Copy Writing for News Headlines, Running News Matter, Radio, TV, Internet etc.

Persuasion in copy

Interface of copy of visualization

Essentials of Copy Writing

Art and Craft of Writing terse copy

Lucidity and Credibility in copy writing

Technology and Copy Writing

 

 


SEMESTER-IV

ADPR-631                 SOCIAL MARKETING & DEVELOPMENT COMMUNICATION

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks

Major Test-III                         60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Principles of Social Marketing

Introduction of social marketing

Designing Social Products

Distributing Social Packages

Pricing considerations in social marketing and managing the cost of adoption.

 

B)        Strategies of Social Marketing

Role of social marketing in changing public behavior

Social marketing environment

Identifying the target market

Role of Research

Organizing & Implementing social programme

Managing service delivery

Monitoring and evaluating social marketing programmes.

 

C)        Development Communication

Development concept & meaning

Development, Social Change, Modernization

Westernization and Sanskritisation,

Theories of development : Social Theory, Political Theory, Economical Theory.

Models of development : Western, Eastern, Gandhism & Schumacher's

Sustainability in Development

Religion and Development

Human Right and Development

Characteristic features of developing societies

Indices of development

Human development reports (UNESCO)

 

D)        Role

Role of Govt. public sector companies, NGO's national and international bodies in development.

Sponsored development programme (state govt., central govt. and world bodies)

IRDP, ERRP, TDP, ANTODOYO, and DPEP, review of various extension programmes.

 

E)        Role of different media in the process of development.

India experience of development communication

Etowah project, Nilokheri Project, chhatera experiment of HT, IBVE of Udaya vani, SITE, KHEDA TV experiment, community newspaper.

 

F)         Major social issues in development

Family Planning

Women and Child Development

Literacy

Rural Problems

Urban Problems

Environment

Population

Poverty

Unemployment

Human Rights

 

G)        Planning and Documentation

Planning for development projects covering the basic steps involved in plans/project information, planning, survey, plan administration management, coordination and evaluation thereof.

Documentation & official communication

Setting up of an NGO

Rules & regulations pertaining to setting up of an NGO

Funding agencies procedures and rules

To get funds from foreign and Indian funding agencies.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

 

 

 

 

 

ADPR-632           Administrative and Business Communication

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        Business Communication

Principles of Business Communication

Non-verbal communication in Business

Listening and Fast reading

Presentation Structure, Strategy and delivery

Meeting, Introduction, Negotiations

Written Communication-Letter, Minutes, Memo, Short, Long Reports

Press Release

Handling information sources

Annual Reports, Financial Reports

Chairman's Speech

 

B)        Government Communication

Need for Govt. Communication

Govt. Media Setup (Ministry of I & B)

Basic Principles of Govt. Publicity

Operation of Govt. Publicity

Operation of Govt. Publicity

Publicity Campaigns for Plans, Projects and Programmes

Govt. Image Building, Lobbying

Information service of State Govt. and Public Sectors

Advertising and Publicity policy of Govt. of India.

 

 

 

 

 

 

 

 

 

 

 

ADPR-633           Special Paper-IV (Advertising)

Tools & Techniques of Communication

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                        100 Marks

 

A)        Advertising Techniques : Print Production

Fundamentals of Writing, Structure & Content of Writing, Writing for an advertisement.

Elements of Writing, Copy Writing

Elements of Design, Principles of Design, Types Faces, Layout

Colour Scheme

B)        Audio Visual Tools

Video as an audio-Visual Tool for advertising

Kinds of ads

Stages of production

Script writing

C)        Advertising Visuals Tools

Camera as a advertising tool

Photo Communication

Uses of photo in ads

Photo ads, Photo features, Photo in Print, Photos in TV

Copy-Writing, Writing for Radio & TV

Brouchers, Pamplets, Booklets, Banners, Packaging etc.

D)        Audio & Video Production

Using camera, exposure, handling camera, picture making basics, composing picture, Practical lightening

Audio techniques, supporting the nuke, controlling dynamics, organizing, background editing.

Production techniques, Shooting people, Shooting, Techniques and discussions, Intermixing techniques, Shooting demonstration.

Development of PR, Present Status and Future, PR in India

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

ADPR-633           Special Paper-IV (Public Relations)

Tools & Techniques of Communication

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

A)        PR Tools : Audio Visual Tools

Video as an audio-visual tool of PR

Documentary : Stages of Production, How to produce documentary

Script writing for : Newspapers, Radio, TV, Documentary, Video Clipping

Films as a tool of PR, Script writing, News reader script, impact of films.

B)        PR Visual Tools

Camera as a PR tool, Photo Communication, Uses of Photo in PR

News Photo, Photo features, Photo in Print, TV

Caption Writing, Writing for the house journal

Designing for house journal, Printing & production of HJ, Brouchers, Pamphlets, Booklets.

C)        Exhibition, Traditional and Extension Media

Exhibition, its types, Planning an exhibition, Developing theme, Story writing

Display techniques, Captions, type selection

Traditional Media, Its meaning, types, advantages & Role

Folk Theatre, Folk dances, folk sayings, Folk legends/lures, Symbols/Motifs/Designs

Traditional media in electronic media, Ramlila, Raslila, etc., Outdoor media

Hoarding/Site traffic measurement, Poster, Transportation Media, Neon signs, Direct mail.

D)        Other tools of PR

E)        Speeches for different occasions, Professional Interviews, Conferences, Business Letter, Types of Business letter, Writing techniques & Guidelines & letter writing, application and related correspondence.

F)         Media Relations

Building and maintaining coordinal relationships with the media, organizing press conferences, press briefings, visit & interviews, periodical get-together, Accountability, Social Audit.

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

ADPR-634           Special Paper-V (Advertising)

Web Advertising

Minor Test-I                          15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                         15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                       60 Marks (Major test 60%)

Co-curriculum activity           10 Marks

Total                                      100 Marks

 

A)        History of Web sites, History of Web browsers viz., Netscape navigator, Microsoft's Internet explorer, Endure Pro etc., Concept and definition of websites, Web portal and search engines, categories of website. Usage of Plug-ins, active control, Script, Appleys and server pages.

 

B)        Definition and concept of corporate websites, History of corporate websites. Types of corporate websites, Objectives of corporate websites, Technological aspects of corporate websites. Vanity publishing. Audiences and accessibility of the corporate websites, Identifying and audiences, Creating site accessible. Usage of multiple languages. Inserting feedback forms, Images, Animation.

 

C)        Internet as advertising medium comparisons with other media.

Types of online advertising, Web advertisements. Classified advertisements

Banner, E-mail advertising, E-mail news letters, Promoting a website

On-line stories, Web brands, Creative community on-line.

 

D)        Introduction of Internet, Internet IP address, Domain names, E-mail address, Service provided by Internet WWW etc. components of Internet, Web browser.

History of advertising on Internet, Elements of Web advertising, Tools for measuring.

Effectiveness of advertising on the Internet. Types of advertising on the Internet.

 

E)        Concept of banner advertising, Importance of banner advertising, Creating interactivity in banners. Using forms of FAQ's and FAB's. Role of CTR's in banner. Advertising Push broadcasting, History of push broadcasting. Direct & Indirect advertising. Relation of web advertising with marketing of using CRTC's and CPT's.

 

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.

 

 

ADPR-634           Special Paper-V (Pubic Relations)

E-Public Relations

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

 Major Test-III                        60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

 

 

 

Total                                       100 Marks

 

A)        Concept and definition of e-PR, Perspective of PR, Categories of e-PR, Offline e-PR, Action e-PR, e-concept and definition of interactive e-PR.

 

B)        Internal e-PR, Publication of House Journal on NET, e-PR strategies, Factoring e-PR, Types of audiences. Significance of e-PR over advertising. Concepts and definition of action e-PR, Elements of e-PR.

 

C)        Concept of e-PR activity, Application of e-PR in industrial and organized sector. Process of making e-PR interaction. Adding FAQ and QAB's to the website. Concepts and definitions of e-PR research, Research Tools, Search engines like YAHOO, Google, Alta, Vista, Mamma etc.

 

D)        Introduction of Internet, Internet IP address, Domain names, E-mail address, Service provided by Internet WWW etc. components of Internet, Web browser.

History of advertising on Internet, Elements of Web advertising Tools for measuring effectiveness of advertising on the internet. Types of advertising on the Internet.

 

E)        Concept of banner advertising, Importance of banner advertising, Creating interactivity in banners. Using forms of FAQ's and FAB's. Role of CTR's in banner. Advertising Push broadcasting, History of push broadcasting. Direct & Indirect advertising. Relation of web advertising with marketing of using CRTC's and CPM's.

 

 

 

 

Note :  There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals.


ADPR-635           COMPREHENSIVE VIVA

 

COMPREHENSIVE VIVA                                      90 MARKS

CO-CORRUCULUM ACTIVITY                            10 MARKS

TOTAL                                                                      100 MARKS

 

Each student will be examined in detail by a panel of experts about his/her total understanding & knowledge skills about the subjects during the entire course.

 

 

 

ADPR-636           DISSERTATION

Minor Test-I                            15 Marks [Minor test (two best) 30% (15% each test)]

Minor Test-II                          15 Marks (9 Marks from theory and 6 marks from practical)

Major Test-III                         60 Marks (Major test 60%)

Co-curriculum activity            10 Marks

Total                                       100 Marks

 

Each student will select in consultation with the faculty, in the beginning of the third semester a topic of research. The student should conduct independent study under the supervision of a guide assigned to the student. It is essential in this study the student employs appropriate research methodologies and generate some new information.

 

Each student will have to submit three typed copies of the research report one week before the commencement of the fourth semester examination.