T.Y.B.M.M.

Semester -VI(ADVERTISING)
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: Financial Management for Marketing and Advertising
Name of Faculty: Shaji Kutty
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
Introduction of financial
management:-
Meaning of financial management–
Definition –Goals- Functions -Role of
Finance in Marketing & Advertising-
Types of Finance -Owned and
borrowed – Long term and short term
finance – Sources of Long term &
short term finance.
Financial Planning & Budgets:-
Financial Planning for a Marketing
Unit –Through Budgets- Proforma
financial Statements and Spread
sheets.
Budgeting- Types of Budgets -
Functional Budgets- Master Budget-
Zero based Budget – Sales Budget-
Cash budget (Application from Sales
Budget and Cash Budget only)
Elements of Marketing budgets
advertising Agency Budget –
Budgeting for films- Broadcast Print
and Electronic media
January Working Capital Estimation: 20
Working capital- Concept of Operating
cycle- Types of working capital-
Factors influencing working capital-
Methods of calculating working
capital(theory and basic application).
February Financial statements & Ratio analysis:- 10
Vertical Financial Statements –
Financial Decision Making using
financial statements analysis.
Ratio analysis- Debt Equity Ratio,
Current Ratio, Proprietary ratio, Stock
to working capital ratio, Gross profit
ratio, Net profit ratio, Operating ratio,
Debtors Turnover Ratio, Creditors
turnover ratio, selling expenditure
ratio.
March Introduction of costing:- 15
Costing -Types of cost- their relevance
in marketing decision making.
Classification of costs- Traceability,
Functionality and level of activity.
Estimation of Profit/Loss using cost
Volume Profit analysis- Break Even
Analysis, Calculation of Profit volume
ratio, Break even point, Margin of
safety, Sales required in units and
rupees (Theory and application)

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: The Principles & Practice of Direct Marketing
Name of Faculty: Shivani Naik
Month Topics to be cover Topics For internal No. of
Lecture
December Meaning and Introduction to Marketing Project Work 15
Traditional Versus Direct Marketing
Techniques
Meaning,Definition,Importance of Direct
Marketing
Advantages and Disadvantages of Direct
Marketing
Approaches of Direct Marketing
Reasons for the growth of Direct
Marketing
Economics of Direct Marketing
3 Tasks of Direct and Interactive
Marketing = Customer
Acquisition,Development and Retention

January What is Customer Relationship 20

Management (CRM)
Importance of CRM
Planning and Developing CRM
Customizing Products to different needs
Database Management
Meaning,Importance,Functions of
Database
Sources and uses of E-database
Techniques of Managing Database -
Internal/External
Steps in developing a database
Advantages and Disadvantages of
Database Management

February Meaning of Marketing Strategies - Why it 10

is needed
Internal and External Analysis
Objectives of Strategies
Creating a Direct Marketing Budget
What is customer Life time Value (LTV)
Factors affecting Life time Value
How we use LTV

March List Selection,Prospecting 15

Market Segmentation
Meaning,Introduction of IMC
Role of IMC in the Marketing Process
Relationship of IMC with Direct
Marketing
Growth of Direct Marketing in future
Indian and Global Perspective in Direct
Marketing
Product offering, re-generation, database
management and methodology

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: AGENCY MANAGEMENT
Name of Faculty: Satish bendre
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
their role, Functions, Organization and
Importance

The Client - Agency Relationship

Process and People

-agency relationship

Agency
of advertising Account
executives

January 20

Means-End chaining and the Method

of Laddering as guides to Creative
Advertising Formulation

Campaigns

Converting story board to TVC

February 10
The marketing brief, Marketing Audit,
Marketing Objectives, Marketing
Problems and OpportMODULEies
Review, STP, Executing the plan,
Evaluating the plan

Traditional Response Hierarchy

Models: AIDA
-Oriented Objectives
 Objectives
Business plan introduction, Various
Stages in setting up a new Agency

March Various methods of Agency 15

Remunerations

The Pitch: request for proposal,

speculative pitches, Pitch Process
mage and reputation, PR,

The Scope and Role of Sales

Promotion

Promotion

sales promotion
-Building versus
Nonfranchise-Building Promotions
ty, continuous and
frequency programs
-Oriented Sales
Promotion
-Oriented Sales
Promotion
-Oriented
Sales Promotion
-Oriented
Sales Promotion

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: ADVERTISING AND MARKETING RESEARCH
Name of Faculty: Parveen Nagpal
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
1. Meaning and objectives of Research
2. Concepts in Research: Variables,
Qualitative and Quantitative
3. Literature review
4. Stages in Research process.
Meaning, Nature, Significance, Types of
Hypothesis,

1. Meaning, Definition, Need and

Importance, Scope of Research Design
2. Types- Descriptive, Exploratory and
Causal.

January 20
1. Meaning of Sample and Sampling,
2. Process of Sampling
3. Methods of Sampling:
i) Non Probability Sampling –
Convenient, Judgment, Quota, Snow ball.
ii) Probability Sampling – Simple
Random, systematic, Stratified, Cluster,
Multi Stage

1. Types of data and sources- Primary

and Secondary data sources
2. Methods of collection of primary data:
a. Observation
b. Experimental
c. Interview Method:

i) Personal Interview
ii) focused group,
iii) indepth interviews -
d. Survey
e. Survey instrument – i) Questionnaire
designing.
f. Scaling techniques- i) Likert scale, ii)
Semantic Differential scale,

February 10
 a. Association, b. Completion, c.
Construction d. Expressive
1. Essential of a good report,
2. Content of report ,
3. Steps in writing a report,
4. Footnotes and Bibliography
1. Pupil metric devices,
2. Eye-movement camera,
3. Galvanometer,
4. Voice pitch analysis,
5. Brain pattern analysis
1. Introduction to Advertising
Research
2. Copy Research: a. Concept testing, b.
Name testing, c. Slogan testing
3. Copy testing measures and methods:
a. Free association, b. Direct questioning,
c. Direct mail tests, d. Statement
comparison tests, e. Qualitative
interviews, f. Focus groups
4. Pretesting:

March 15
A. Print Pretesting: a. Consumer Jury
Test, b. Portfolio test, c. Paired
comparison test, d. Order-of-merit test, e.
Mock magazine test, f. Direct mail test.
B. Broad casting Pretesting:
a. Trailer tests, b. Theatre tests, c. Live
telecast tests, d. Clutter tests
C. Challenges to pre-testing. Example:
The Halo effect
4. Post testing: a. Recall tests, b.
Recognition test,
c. Triple association test, d. Sales effect
tests ,
e. Sales results tests, f. Enquires test

1. Neuroscience: A New Perspective

2. When to Use Neuroscience

1. Introduction to Advertising Research

2. New product research,
3. Branding Research,
4. Pricing research,

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: Legal Environment & Advertising Ethics
Name of Faculty: Swapnil Shenvi
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
(i) The importance & the relationship
between Self –Regulation, Ethics & the
Law

(ii) The laws of the land:

- Constitutional Laws – Fundamental
Rights
- Personal laws- Criminal & Civil laws
- Corporate laws
- Consumer laws
- Laws pertaining to Media
(iii) Laws of Defamation & Contempt of
Court with respect to cases specific to
Media
(i) Government Policies governing
advertisements
(ii) The role of Prasar Bharati for
advertisements in Public Broadcast
Services
(iii)Cyber laws including Section 66;
Laws pertaining to advertising in cyber
space.
(iv) The Question of Net Neutrality & its
relevance in Media
(v) Right to Information Act

(i) Standard Contract between Advertiser

& Agency
(ii) Laws :
- Drugs & Cosmetics Act
- Drugs & Magic Remedies (
Objectionable Advertisements) Act
- Drugs Price Control Act
- Emblems & Names ( Prevention of
Improper Use) Act
- Indecent Representation of Women’s
Act
- Intellectual Property Rights-
-Copyright Act
 - Trademarks Act
- Patents Act
January (i) What is Ethics? Why do we need 20
Ethics?
(ii) The philosophy of Ethics- Absolutist
& Situational
(iii) Ethics in Advertising &Stereotyping:
- Religious minorities
- Racial minorities
- Ethnic groups
- Cultural Minorities
- Senior Citizens
- Children
- Women
- LGBT
(iv) Advertising of Controversial
products
(v) Surrogate & Subliminal Advertising
Bodies helping to maintain a Code of
Ethical conduct in Media:
- ASCI
- AAAI
- BCCC
- IBF
- CENSOR BOARD FOR FILMS
- Press Council
(i) Unfair Trade Practices & Restrictive
Trade Practices to Consumers:
- False Promises
- Incomplete Description
- False & Misleading Comparisons
- Bait & Switch offers
- Visual Distortions
- False Testimonials
- Partial Disclosures
- Small print Clarifications

February 10
(ii) Unfair Trade Practices & Restrictive
Trade Practices to other organizations in
the Industry
(iii)The role of the Commission of the
Competition Act 2002 in resolving cases
of Unfair &
Restrictive Trade Practices

(i) Consumerism – The rising need for

consumer guidance& awareness
(ii)Government Initiatives:
-Standardization- Meaning, Relevance in
 today’s Globalized World in Total
Quality Management
- Standardization Bodies in India-
AGMARK, BIS, FSSAI & FPO
- International Bodies- ISO, FDA,
CMMI, Six Sigma & CE
- Standardization marks- ISI, AGMARK,
BIS- Hallmark (Gold), Silkmark,
Woolmark, Cotton, Forever mark
(Diamonds)
Laws:
(i)Essential Commodities Act 1955
(ii) Consumer protection Act 1986
(iii)Standards of Weights & Measures
Act
(iv)Standards of Weights & Measures
(Packaged Commodities) Act
(v)Prevention of Food Adulteration Act
March 15
A. Socio- Economic Criticisms of
advertising
- Increasing prevalence of Materialism
- Creating Artificial Needs
- Idealizing the ―Good Life‖
- Stressing Conformity with Others
- Encouraging instant gratification & a
throwaway society
- Promoting the good of the individual
over the good of society
- Creating Unrealistic Ideal
characterizations
- Using appeals that prey on feelings of
inadequacy
- Manipulation by advertising

- A study of Vance Packard- The Hidden

Persuaders (1957)
- A study of Jean Kilbourne – Can’t buy
My love
- A study of Naomi Klein – No Logo
- A study of Naomi Woolf- The Beauty
Myth
- A study of Noam Chomsky-
Understanding Power

Coordinator Signature

M. L. Dahanukar College Of commerce

 Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: Digital Media
Name of Faculty: Aiman Kazi
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
1. Understanding Digital Media
2. Principles
3. Key Concepts
4. Evolution of the Internet
5. Traditional v Digital

1. What are Search Engines:

work and how

they rank websites based upon a search
term?
2. Introduction to SEO and what it
involves:

websites?

Search Engine Optimization

Professionals?

keywords that will help bring in the most

traffic?
3. What is On-Page Optimization?

Keyword Planner, Page Naming {URL

Structuring} and Folder Naming, What
are Meta Tags, Redirection Tags,
4. What is OFF-Page Optimization?

Backlinks?

January 20
Search Engine Algorithms:

What is Search Engine's Algorithms? How

Algorithms Works? Page Rank
Technology, Why a Search Engine
penalizes a Website, Google Panda
Update,

1. Introduction: Definition of social

media, Types of social media, How
Social Media is affecting Google Search,
 Integrating social media into website and
blogs
2. Using Facebook: What Can You Do
With Facebook, Facebook Features,
Facebook Fan Pages, Facebook Pages.
How to promote your Facebook page,
Creating Facebook Application / Widget,
Linking with YouTube, Creating Events,
Building content calendar
3. Using Twitter: Following and
Listening, Tools for managing your
Tweets, Finding People and Companies
on Twitter, Twitter Tools, Reputation
Management | Keyword Research |
Hashtags & Trends Tools Influence on
Twitter: TweetDeck, Klout, PeerIndex
4. Using LinkedIn: Lead Generation
through Individual Profiles, Lead
Generation as Enterprise: Company Page,
Ads, Developer API, Groups
5. Using Blogs: How Blogging can be
used as a tool.

February 10
1. key terms and concepts
2. Web analytics
3. Tracking Tools to enhance lead
nurturing Tracking and Collecting Data:
Log file analysis, Page tagging
1. Homepage
2. Links
3. Navigation
4. Multimedia
March 1. Blog 15
2. Twitter
3. Mobile
Cyber Crime and Challenges of the new
media
1. Information Technology Act
2. Copyright
3. Ethics
4. Digital Security

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Advertising) Semester 6
Subject: Contemporary Issues
Name of Faculty: Ridhima Mahabal
Month Topics to be cover Topics For internal No. of
Lecture
December Ecology and its related concerns Project Work 15
causes , consequences and remedial
measures
- causes, consequences and remedial
measures
e- need and importance, CRZ Act
- concept, need and significance
Human Rights
Legislative measures with reference to
India. Women: Constitutional Rights
and legal safeguards, Domestic and
Family Violence Act of 2012, Sexual
Harassment Act at the Work Place 2013,
The Criminal Law (Amendment) Act of
2013
January Child: Protection of Children from sexual 20
offence Act -2012 (POCSO), ChildLabour
Act with new amendments, Juvenile
Justice (Care and Protection of Children
Act) 2000. Education : Right to Education
Act 2009
February Political concerns and challenges 10
Political concerns and challenges (10)
- Whistle Blowers protection act 2011.
- State violence- Naxalism and its Impact.
eference to North East – Issues involved,
ULFA, Nagas, Manipur Economic
development and challenges
March Social development and challenge 15
ginalisation of the Tribals, Forest Rights
Act , Land Acquisition Act

Coordinator Signature
 T.Y.B.M.M.
Semester -VI(Journalism)
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6
Subject: Digital Media
Name of Faculty: Aiman Kazi
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
1. Understanding Digital Media
2. Principles
3. Key Concepts
4. Evolution of the Internet
5. Traditional v Digital

1. What are Search Engines:

they rank websites based upon a search

term?
2. Introduction to SEO and what it
involves:

websites?

Search Engine Optimization

Professionals?

keywords that will help bring in the most

traffic?
3. What is On-Page Optimization?
word Research with Google
Keyword Planner, Page Naming {URL
Structuring} and Folder Naming, What
are Meta Tags, Redirection Tags,
4. What is OFF-Page Optimization?

Backlinks?

January 20
Search Engine Algorithms:

What is Search Engine's Algorithms? How

Algorithms Works? Page Rank
Technology, Why a Search Engine
penalizes a Website, Google Panda
Update,

1. Introduction: Definition of social

 media, Types of social media, How
Social Media is affecting Google Search,
Integrating social media into website and
blogs
2. Using Facebook: What Can You Do
With Facebook, Facebook Features,
Facebook Fan Pages, Facebook Pages.
How to promote your Facebook page,
Creating Facebook Application / Widget,
Linking with YouTube, Creating Events,
Building content calendar
3. Using Twitter: Following and
Listening, Tools for managing your
Tweets, Finding People and Companies
on Twitter, Twitter Tools, Reputation
Management | Keyword Research |
Hashtags & Trends Tools Influence on
Twitter: TweetDeck, Klout, PeerIndex
4. Using LinkedIn: Lead Generation
through Individual Profiles, Lead
Generation as Enterprise: Company Page,
Ads, Developer API, Groups
5. Using Blogs: How Blogging can be
used as a tool.

February 10
1. key terms and concepts
2. Web analytics
3. Tracking Tools to enhance lead
nurturing Tracking and Collecting Data:
Log file analysis, Page tagging
1. Homepage
2. Links
3. Navigation
4. Multimedia
March 1. Blog 15
2. Twitter
3. Mobile
Cyber Crime and Challenges of the new
media
1. Information Technology Act
2. Copyright
3. Ethics
4. Digital Security

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6
Subject: Contemporary Issues
Name of Faculty: Ridhima Mahabal
Month Topics to be cover Topics For internal No. of
Lecture
December Ecology and its related concerns Project Work 15
causes , consequences and remedial
measures
- causes, consequences and remedial
measures
e- need and importance, CRZ Act
- concept, need and significance
Human Rights
Legislative measures with reference to
India. Women: Constitutional Rights
and legal safeguards, Domestic and
Family Violence Act of 2012, Sexual
Harassment Act at the Work Place 2013,
The Criminal Law (Amendment) Act of
2013
January Child: Protection of Children from sexual 20
offence Act -2012 (POCSO), ChildLabour
Act with new amendments, Juvenile
Justice (Care and Protection of Children
Act) 2000. Education : Right to Education
Act 2009
February Political concerns and challenges 10
Political concerns and challenges (10)
- Whistle Blowers protection act 2011.
- State violence- Naxalism and its Impact.
eference to North East – Issues involved,
ULFA, Nagas, Manipur Economic
development and challenges
March Social development and challenge 15
ginalisation of the Tribals, Forest Rights
Act , Land Acquisition Act

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6

Subject: Press Laws and Ethics

Name of Faculty: Smita jain
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
Introduction to law-

a) A brief introduction to Indian

Constitution- (Salient features,
Fundamental Rights) b) India’s
legal system – Structure and
hierarchy of Indian judiciary- the
various levels of courts for civil
and criminal action. c) Brief
Overview of IPC (Indian Penal
Code) and Cr.PC (The Criminal
Procedure code)
b) Press Council of India –

a) Its organisational structure,

functions, history and
rationale behind its
establishment.
b) Powers – the debate over
punitive powers
c) PCI’s intervention in cases of
communal rioting and
protection of Press freedom.
d) Code of conduct for journalists
e) Comparison with the News
Broadcasting Standards
Authority (NBSA)

January 20
Laws regulating the media
a) Laws related to freedom of the
Press — Article 19 clause
(1)subclause (a) of Indian
Constitution and how it
guarantees freedom of the
press.
b) Clause 2 of article 19 and
reasonable restrictions.
c) Defamation –sections 499,500
d) Contempt of Courts Act 1971
e) Public Order – sections 153
 A&B,295A,505
f) Sedition (124A)
g) Obscenity (292,293)

Introduction to laws connected with

internet
a)Information Technology Act 2000 and
the amendment Act of 2008 Study of
Section 66 and 67 of the Act that govern
publishing of material on the internet.
February 10
Article 21 of the constitution and
Right to Privacy
a) Right to Privacy versus
Right to Know

b) Right to Information Act

2005

c) Official Secrets Act and

conflict with RTI

d) Whistle Blowers Protection

Act 2011-Implications and
challenges

Indian Evidence Act –

a)Primary,Secondary, Direct and Indirect

evidence b) Confession and its
evidentiary value
March 15
Copyright Act 1957-

A Discussion on Intellectual Property

Rights in the context of changing Global
environment
Contempt of Parliament – a) Breach
of Privilege rules.

b) Clash between Judiciary and

Legislature

c) Is it a threat to media freedom?

Contempt of Parliament – a) Breach
of Privilege rules.

b) Clash between Judiciary and

Legislature

c) Is it a threat to media freedom?

Press and Registration of Books Act
Introduction to Ethics
a) Discussion of
importance of ethics in
the era of TRP fuelled
Tabloid Journalism.
b) Conflict of Interest
c) Paid News
d) Trial by Media
e) Ethical Issues related to
Television debates
f) Confidentiality of
sources
g) Ethics of Sting
Operations
h) Fakery and Fabrication
of news
i) Using Shock value in
language and visuals

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6
Subject: Broadcast Journalism
Name of Faculty: Amey Chumbale
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
1. To understand the development of
Broadcast Journalism

2. To Introducethe importance of Regional

Journalism

January 20
3. To learn towrite in Broadcast Style
conforming to the ethical and practical
principles that guide it.

4. To learn the skills and techniques to

investigate,produce and deliver news
stories for various media outlets

February 10
5. To learn the use of camera& sound in
broadcast formats.
6. To develop reading habits that keep
them aware of current affairs, local,
national, and world;

March 7. To introduce Social Media; 15

Convergence;Multimedia;Online
Journalism.

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6

Subject: Business & Magazine Journalism

Name of Faculty: Satish Bendre
Month Topics to be cover Topics For internal No. of
Lecture
December Introduction to Business Journalism Project Work 15
general overview of the financial
systems in India A) Planning
Commission & NITI Aayog, Reserve
Bank of India
– Role, Functions. A general
understanding about, RBI’s
involvement in formulation of
Monetary Policy, Interest Rate
Mechanism and RBI.
B) Securities and Exchange Board of
India (SEBI) – Role,
function and objectives.
C) The Banking Sector in India – a
brief analytical study.
a. Functions of commercial banks
b. Use of modern technology in banking
sector and its
use. Core Banking its advantage, social
benefits and
use of banking in financial inclusion.
Government schemes related to
banking- JanaDhan Yojana,
Pension Plans, Insurance Schemes,
Cash Subsidy
Transfer via Bank Account.
January Union Budget (The Finance Bill) – 20
Salient features of the latest Union
Budget. The Concept of ―Subsidies‖ in
the context of the Indian Economy; an
introductory study ―Foreign Exchange
Reserves‖ in India and a basic study of
Fiscal
Deficit problem with reference to
Indian Economy. Environmental
Journalism and its importance.
A very brief study of global warming,
ozone depletion, issues
 related to deforestation.
Issue of Western Ghats and its
environmental importance. (Students
are advised to refer to the various
documentaries and special
reports on environmental issues by print
and electronic media.)
February Scams in Indian financial system 10
The Satyam saga
The Sahara Scam
Saradha chit fund embezzlement
Bombay Stock Exchange, National
Stock Exchange,
Concept of SENSEX and NIFTY and
impact of their volatility.
Retail Market – the Indian Scenario
The World Bank, The Asian
Development Bank,
BRICS Development Bank – functions
Business journalism - a brief study of
leading business magazines,
leading financial dailies in India.
March Introduction to Magazine Journalism. 15
Fundamental point of
differences between ―Newspaper‖ and
―Magazine‖. Special skills
required for a person working in
magazines. Scope for modern age
magazines in various segments of
journalism
in India. Competition of magazines
with electronic media.
A general analytical study of magazines
of different genre:
Women’s magazines
Travel Magazines
General Interest Magazines
Health Magazines
Technology Magazines
Automobile Magazines Sports
Journalism. A comparative study of
coverage of sports
events by magazines and audio visuals
and press.

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6
Subject: issues of global media
Name of Faculty:- Yashashree Datar
Month Topics to be cover Topics For internal No. of
Lecture
December 1. Relevance of McBride report in Project Work 15
contemporary times 2. Presence of
conglomerates; NWICO in a multi polar
world and biases in global media coverage
3. Global Monopolies’ regional
presence.[redefining local news 4.Al
Jazeera’s arrival as an alternate voice[ from
Gulf War II to Arab Spring and beyond
5.Advocacy and Journalism
January 6. Independent Media’s space 7. 20
Traditional media’s foray into social media
& Micro blogging 8. Parachute Journalism
February 9. Challenges in Reporting in Hostile 10
Environments [Presence of Social Media
and redefined roles of war correspondents
10. coverage of natural disaster by global
media and regional media11. Cultural Bias
in global media coverage 12. BRICS
interpretation of regional news vis-a-vis
first world nations’ interpretations
[reference to BRICS initiatives 13.Global
media Perception of terrorism versus
regional media perceptions [freedom
fighters/separatists /terrorists
March 14.Global audiences’ changing needs 15
15.Opening of Indian markets from the
1990s to contemporary times and the
regional versus global media perceptions
16. Overview of media in China, Japan,
U.S., India.[ 17. Profiles of BBC, CNN,
Reuters, AFP & AP

Coordinator Signature
 M. L. Dahanukar College Of commerce
Teaching Plan
Department : BMM Class: TYBMM (Journalism) Semester 6
Subject: News Media Management
Name of Faculty:- Gajendra Deuda
Month Topics to be cover Topics For internal No. of
Lecture
December Project Work 15
1) Making News: Truth,Ideology
and News work

2) News, Audiences and Everyday

Life
a) Ideal Management Structure

b) Role of Management in
ensuring editorial freedom

3) Legacy Media- Broadcast Media

Overview and Print Publishing
Overview

4) Contemporary Elements,
Dimensions and Image of Print
Media: A Comparative
Analysis with Electronic Media

5) Specialised training for skilled

workers, HRD

January 20
6) Integrated Marketing
Communications
Overview of Marketing Theory
Applying marketing strategy to consumer
media
a) direct to consumer:
for readers/consumers
circulation/distribution/channels
b) business to business (B2B):
for advertisers/partners
7) Disruptive Technology and
Media Business Models:
 a) The role of advertising
b) From Web 1.0 to 2.0
c) Yahoo, Craigslist, Google, Facebook,
Twitter, Whatsapp, Pinterest
February 10
8) Becoming a digital Media Brand
9) Financial Management
a) Break up of expenditure for the year

b) Raw Material Costs

c) Fixed and Variable Costs

d)Unforeseen Factors
March 10) Challenges of Globalisation and 15
Liberalisation
a) Foreign Direct Investment

b) Cross Media Ownership

c) Commercialization of Media

11)Understanding Company Law

12) Case studies

Coordinator Signature