PROGRAM

B. SC VISUAL MEDIA

Faculty of Arts, Media and Commerce

(Revised with effect from 2018-2019 A.Y onwards)

Table of Contents

Contents Pg. No.

PROGRAM OUTCOMES 1

PROGRAM SPECIFIC OUTCOMES 2CURRICULUM STRUCTURE 3EVALUATION SCHEME AND GRADING SYSTEM 5SYLLABUS 10

1

Program Outcomes

PO1 Introduction to new ideas and techniques necessary to visual communication

PO2 Sharpen skills that come handy in visual communication

PO3 Mould students to handle any position in media firms

PO4 Expertise and knowledge on current trends in the industry

PO5 Industry relevant exposure to visualization and communication skills

2

Program Specific Outcomes

PSO1 Gain knowledge on the theoretical aspects in visual media and communication

PSO2 Industry level exposure to students on photography, videography, designing,journalism etc.

PSO3 In depth training on reporting, film directing, graphic designing etc.

3

CURRICULUM STRUCTURE

CourseCode

Course Title L T P Cr

ES CourseCode

Course Title L T P Cr ES

SEMESTER 1 SEMESTER 2

18ENG101

Communicative English 2 0 2 3 A18ENG12

1Professional Communication 1 0 2 2 A

Language Paper I 2 0 0 2 B Language Paper II 1 0 2 2 B

18FNA101

Mass Communication -Theories and Models

2 1 0 3 C18FNA10

3Print Journalism and FeatureWriting

2 1 0 3 E

18FNA102

Multimedia Graphics andAnimation

3 0 0 3 D18FNA11

2Photography 2 1 0 3 D

18FNA111

Introduction to Visual Arts 1 1 0 2 C18FNA11

4Videography and VideoEditing I

2 1 0 3 G

18FNA113

Technological Foundation forVisual Media

2 1 0 3 G18ENV3

00Environmental Science andSustainability

3 00

3 H

18FNA181

Multimedia Graphics andAnimation Lab. 1

0 1 2 2 L118FNA18

3Photography Lab. 0 1 2 2 L1

18FNA105

Introduction to Photography 1 1 2 3 D18FNA1

84Multimedia Graphics andAnimation Lab. 2

0 1 2 2L2

18CUL101

Cultural Education I 2 0 0 2F 18FNA18

5Videography and VideoEditing Lab. I

0 1 2 2L3

18CUL111 Cultural Education II

2 0 0 2F

TOTAL23 TOTAL

24

SEMESTER 3 SEMESTER 4

18SSK201

Life Skills I 1 0 2 2 G 18SSK211 Life Skills II 1 0 2 2 G

18FNA201

Broadcast Journalism 2 1 0 3 A18FNA21

1Film Studies and Analysis 2 1 0 3 A

18FNA202

Introduction to Advertising 3 1 0 4 B18FNA21

3Web Journalism andContent Writing

2 1 0 3 C

18FNA203

Web Publishing 2 1 0 3 C Elective A 3 D

18FNA204

Videography and Video EditingII

2 1 0 3 D Elective B 3 E

18FNA281

Broadcast Journalism Practice 0 0 2 1 L1 Open Elective I 3 0 0 3 J

18FNA28Multimedia Graphics and 0 1 2 2 L2 18FNA28 Anchoring and Media 0 0 2 1 L1

4

2 Animation Lab. 3 5 Presentation Skills

18FNA283

Videography and Video EditingLab. II

0 1 2 2 L318FNA28

6Audiography Lab. 0 0 2 1 L2

18FNA284

Web Publishing Lab. 0 0 2 1 L418FNA28

7Critical Viewing and ReadingAnalysis Lab.

0 0 2 1 L3

18AVP201

Amrita Value Programme I 1 0 0 1 F18FNA28

9Video Production Lab. 0 0 2 1

L5

18FNA288

Introduction to Audio 2 0 0 218AVP21

1Amrita Value Programme II 1 0 0 1

F

18CUR211

Current Affairs 1 0 0 1 1

TOTAL 24 TOTAL23

SEMESTER 5 SEMESTER 6

18FNA301

Constitution and Media Ethics 2 1 0 3 A18FNA39

2Internship and PortfolioPresentation

6 P1

18FNA302

Introduction to MediaOrganizations

2 1 0 3 B18FNA39

9 Project10

P

Elective C 3 D TOTAL 16

Elective D 3 E

Open Elective II / Live-in-Labs. 3 0 0 3 J

18FNA390

Minor Project (Optional)leading to Paper Publication

4 P1

18SSK301

Life Skills III 1 0 2 2 G

18CUR301

Current Affairs 2 0 0 1 1TOTAL 132

TOTAL22

ELECTIVES

ELECTIVE A (any one) ELECTIVE B (any one)

18FNA231 Development Communication

2 1 03 D

18FNA241 Advertising Case Studies

2 1 03 E

18FNA232

Introduction to BrandManagement

2 1 03 D

18FNA242

Introduction to NicheJournalism

2 1 03 E

18FNA233 Web Designing

2 1 0 3 D18ELL234

Technical and ProfessionalWriting

2 1 03 E

ELECTIVE C (any one) ELECTIVE D (any one)

18FNA331 Art Direction for Advertising

1 1 23 D

18FNA341

Copy Writing for AdvertisingPractice

1 0 43 E

18FNA332

Public Relations and CorporateCommunication

2 1 03 D

18FNA342 Online Marketing practice

1 0 43 E

18FNA333

Research Methods for MediaStudies

2 1 03 D

18FNA343 Short Film Making practice

1 0 43 E

5

LANGUAGES

Paper I Paper II

18HIN101

Hindi I 2 0 0 2 B 18HIN111 Hindi II 1 1 0 2 B

18KAN101

Kannada I 2 0 0 2 B 18KAN111

Kannada II 1 1 0 2 B

18MAL101

Malayalam I 2 0 0 2 B 18MAL111

Malayalam II 1 1 0 2 B

18SAN101

Sanskrit I 2 0 0 2 B 18SAN111

Sanskrit II 1 1 0 2 B

18TAM101

Tamil I 2 0 0 2 B 18TAM111

Tamil II 1 1 0 2 B

EVALUATION SCHEME AND GRADING SYSTEMR.13 Assessment ProcedureR.13.1 The academic performance of each student in each course will be assessed on the basis of

Internal Assessment (including Continuous Assessment) and an end-semester examination.Normally, the teachers offering the course will evaluate the; performance of the students atregular intervals and in the end-semester examination.In theory courses (that are taught primarily in the lecture mode), the weight for the

Internal Assessment and End-semester examination will be 50:50. The Internal assessment

in theory courses shall consist of at least two periodical tests, weekly quizzes, assignments,

tutorials, viva-voce etc. The weight for these components, for theory-based courses shall

be 20 marks for the Continuous assessment, comprising of Quizzes, assignments, tutorials,

viva-voce, etc. and 15 marks each for both the Periodical Tests.

At the end of the semester, there will be an end-semester examination of three hours

duration, with a weight of 50 marks, in each lecture-based course.

R.13.2 In the case of laboratory courses and practical, the relative weight for Internal assessment

and End-semester examination will be 80:20. The weight for the components of Internal

assessment will be decided by the course committee/class committee at the beginning of

the course.

Evaluation pattern for course having both Theory and Lab. components:

Courses having only one hour per week for lecture/tutorial, be treated as a Lab. course,

for evaluation purposes; and evaluation pattern will be 80 marks for continuous

assessment of lab. work and 20 marks for end-semester lab. examination.

Courses having two hours per week for theory and/or tutorials, be given a weight of 60

6

marks and 40 marks for the Theory and Lab. components, respectively; The Lab.

component evaluation will be based on continuous evaluation, without any end-

semester practical evaluation. 10 marks will be for continuous assessment of the

theory portion, 10 marks for each of the two periodical tests, 30 marks for the theory

end-semester examination and 40 marks for continuous assessment of lab. work

and

Courses having three hours per week for theory and/or tutorials, be given a weight of 70

marks and 30 marks for the Theory and Lab. components, respectively; The Lab.

component evaluation will be based on continuous evaluation, without any end-

semester practical evaluation. 15 marks will be for continuous assessment of the

theory portion, 10 marks for each of the two periodical tests, 35 marks for the theory

end-semester examination and 30 marks for continuous assessment of lab. work.

R.13.3 It is mandatory that the students shall appear for the end-semester examinations in all

theory and practical courses, for completion of the requirements of the course. Those who

do not appear in the end-semester examinations will be awarded ‘F’ grade, subject to

meeting the attendance requirement.

At the end of a semester, examinations shall be held for all the subjects that were taught

during that semester and those subjects of the previous semesters for which the students

shall apply for supplementary examination, with a prescribed fee.

R.13.4 PROJECT WORK: The continuous assessment of project work will be carried out as decidedby the course committee. At the completion of the project work, the student will submit abound volume of the project report in the prescribed format. The project work will beevaluated by a team of duly appointed examiners.The final evaluation will be based on the content of the report, presentation by student anda viva-voce examination on the project. There will be 40% weight for continuousassessment and the remaining 60% for final evaluation.If the project work is not satisfactory he/she will be asked to continue the project work andappear for assessment later.

R.16 Grading

R.16.1 Based on the performance in each course, a student is awarded at the end of the

semester, a letter grade in each of the courses registered. Letter grades will be awarded by

the Class Committee in its final sitting, without the student representatives.

The letter grades, the corresponding grade points and the ratings are as follows:

7

Letter Grade Grade Points Ratings

0 10.00 Outstanding

A+ 9.50 Excellent

A 9.00 Very Good

B+ 8.00 Good

B 7.00 Above Average

C 6.00 Average

P 5.00 Pass

F 0. 00 Fail

FA 0. 00 Failed due to insufficient attendance

I 0. 00 Incomplete (awarded only for Lab.

courses/ Project / Seminar)

W Withheld

R.16.2 ‘FA‘ grade once awarded stays in the record of the student and is replaced with the

appropriate grade when he/she completes the course successfully later.

Students who have secured an ‘FA’ in a course must re-register for the course or register forthe course, if offered, under run-time re-do mode.

R.16.3 A student who has been awarded ‘I’ Grade in a Lab course, due to reasons of notcompleting the Lab., shall take up additional Lab. whenever offered next and earn a passgrade, which will be reflected in the next semester’s grade sheet.The ‘I’ grade, awarded in a Project/Seminar course, will be subsequently changed intoappropriate grade, when the student completes the requirement during the subsequentsemester. If he/she does not complete it in the next semester, it will be converted to ‘F’grade.

R.16.4 A student is considered to have successfully completed the course and earned the credit,

if he/she scores a letter grade ‘P’ or better in that course.

R.17 Declaration of ResultAfter finalization of the grades by the Class Committee and subsequent approval of the

Head of the School, the result will be announced by the Controller of Examinations.

R.18 Revaluation of answer PapersOn publication of the results, an aggrieved student can request for revaluation of answers

scripts of the end-semester examination, within five working days of publication of the

results, along with the prescribed revaluation fees. The request has to be made to the

Examination Section, through the Head of the School.

8

If the revaluation leads to a better grade, the revised grade will be awarded to the student

and in such cases, the revaluation fee will be refunded in full.

Revaluation is permitted only for lecture-based courses.R.19 Course completion:

A student is said to have successfully completed a course and earned the corresponding

credits, if he/she has:

● registered for the course :

● put in 75% or more attendance in the course,

● appeared for the end-semester examinations,

● obtained a pass grade ‘P’ or better in the course,

● no pending disciplinary proceedings against him/her.

R.20 Grade Sheet

The Grade Sheet issued to the student at the end of a semester will contain the following

information:

● Name, Roll No. Grade Sheet No., Semester, Branch, Month and year of the

Examination,

● Course Code, Course Title, Credits, Grade obtained and Grade points earned for

the courses registered,

● Credits registered and earned during the semester,

● Cumulative credits earned and Grade Points,

● SGPA and

● CGPA.

R.21 Semester Grade Point Average (SGPA)On completion of a semester, each student is assigned Semester Grade Point Average(SGPA) which is computed as below for all courses registered by the student during thatsemester:

where Ci is the credit for ithcourse in that semester and Gpi is the gradepoint for that course.The summation is over all the courses registered by the student during the semester,including the failed courses. The SGPA is rounded off to two decimals.

R.22 Cumulative Grade Point Average (CGPA)The overall performance of a student at any stage of the Degree programme is evaluated bythe Cumulative Grade Point Average (CGPA) up to that point of time.

where Ci is the credit for ith course in any semester and Gpi is the grade

9

point for that course.The summation is over all the courses registered by the student during all the semesters upto that point of time, including the failed courses. The CGPA is also rounded off to twodecimals.

R.23 Ranking

The ranking of the students in a batch at any intermediate or final stage is based on CGPA.

Only those students who have passed all courses up to that stage in the first attempt are

considered for ranking.

Students are eligible for final ranking, only if they complete the programme within the

normal duration, i.e., within three years from joining the programme.

10

Syllabus

1. 18FNA101 MASS COMMUNICATION - THEORIES AND MODELS 2 1 0 3

Objective: To introduce students to the concepts of communication.

Course Outcome:

1.Students will excel in different forms of communication.

2.Students will be able to implement theories into practice.

3.Students will also improve their business communication skills.

4. Students are oriented towards the understanding of western models of

communication.

5 Comprehending the history of print and broadcast journalism.

Unit IConceptual framework of Communication: Definition of communication- need for

communication- Communication and Language- Communication and Information- Types of

Communication-Intrapersonal, Interpersonal, Group and Mass Communication- Elements of

Communication-Barriers to communication

Unit II

Functions of Mass Media -7 Cs of Communication -Diffusion and Adoption Process. Stages of

Adoption

Unit III

Models of Communication: Aristotle’s Model, Lasswell’s Model, Shannon and Weaver’s

Mathematical Model, Osgood and Schramm’s Model, New comb’s Model, Westley and Mac

Lean’s Model,Gerbner’s Model

Unit IV

Mass Communication theories- Normative theories of Mass media- Media effects theories

Unit V

11

Origin and development of Print media in India- Origin and Development of radio and television

in India-Introduction to Folk and Traditional media

TextsKeval J. Kumar- Mass Communication in India, Jaico, 2010

ReferencesJohn Fiske-Introduction to Communication Studies- Routledge (2010)VirBala Aggarwal and V.S. Gupta-A Handbook of Journalism and Mass Communication - ConceptPublication Co. New Delhi - 110 059

Evaluation Pattern R.13 & R.16

2. 18FNA102 MULTIMEDIA, GRAPHICS AND ANIMATION 3 0 0 3

Objective

This is a course about the basic part of Multimedia as much as about how to sew these partstogether with current technologies and tools and that shows you how to use the text, image,sound and video to delivering your message and content in meaningful ways.

Course Outcome:

1.Students will be able to use the text, image, sound and video to delivering message andcontent in meaningful ways.

2.They will be able to use different animation tools.

3.They will also understand graphic designing techniques.

4. Enabling the students to design web portals

5. students will be equipped to make animation videos.

Unit 1

Introduction: What is Multimedia? – Introduction to making Multimedia- Media Skills –Macintosh and Windows Platforms – Basic software tools

Unit 2

Making instant Multimedia – Multimedia Authoring tools

Unit 3

Multimedia Building Blocks: Text – Sound – Images

Unit 4

Multimedia Building Blocks: Animation – Video

Unit 5

12

Multimedia and the Internet: The Internet and how it works – Tools for World Wide Web –Designing for the World Wide Web

Textbook:

Tay Vaughan – Multimedia (Making it work) - Tata Macgraw-hill – ISBN-0-07-047276-9

Reference:Nigel Chapman – Digital Multimedia – Wiley – ISBN – 81-265-0489-7John F. Koegel Buford – Multimedia Systems – PEARSON – ISBN – 81-78-08-162-8

Evaluation Pattern R.13 & R.16

3. 18FNA111 INTRODUCTION TO VISUAL ARTS 1 1 0 2

ObjectiveIntroduce the students to the world of Visual Arts so as to be enabling them competent andproficient in acquiring the knowledge about Visual Arts and Mass Communication.

Course Outcome:

1.Students will be able to impart relevant skills for finding andcreating story ideas.

2.Students will be able to conduct various types of interviews.

3. Enabling the students to locate news sources and gather news.

4. students will be taught to write different types of news articles.

5. Orienting the students towards responsible reporting andediting.

Unit 1History of Western Art: Principles of Composition-Prehistoric Art-Egyptian Art-Greek Art-Roman-Byzantine-Gothic Art-Renaissance-Baroque Art-Romanticism

Unit 2Modernist Movements: Impressionism - Expressionism - Dadaism and Surrealism - History ofIndian Art : Indus Valley to Vedic Art - Buddhist Art - Medieval Hindu Art - Mughal Art - IndianMiniature TraditionUnit 3Indian Art in the 20th century-Raja Ravi Varma, Amrita Shergil-RabindraNath Tagore and theBengal School - Modernist Movements in Indian Art

Unit 4Principles of Composition:Perspective - Space (Negative and Positive)

Unit 5Directional lines-Golden Section and Rule of the Third, Colour Theory

13

Texts1. Art & Visual Culture 1100-1600: Medieval to Renaissance edited by Kim W. Woods

2. Art History: The Basics By Diana Newall, Grant Pooke

Reference

1. Art and Illusion in The Winter's Tale By B. J. Sokol

2. A World History of Art By Hugh Honour, John Fleming

3. Art History: A Very Short Introduction By Dana Arnold

Evaluation Pattern R.13 & R.16

4.18FNA113 TECHNOLOGICAL FOUNDATION FOR VISUAL MEDIA 2 1 0 3

ObjectiveThe course provides an insight to the students about the basic optics used in Visual Media.

Course Outcome:

1. Students will be able to work with different mathematical theories related to conversionsand trigonometry.

2. Students will be able to do statistical analysis.

3. Students will be able to use different spreadsheets like graphical representation ofstatistical data in the form of figures and transformations.

4. Introducing different mathematical conversions

5. students will be able to use figures and transformations for constructions

Unit 1Fundamentals of Optics – Dual nature of light. Optical phenomena

Unit 2Lenses – types, properties, aberrations.

Unit 3Photographic Optics – camera lenses – technical development

Unit 4SLR camera – structure and working

Unit 5Anatomy of human eye and camera

Texts1. Optical Methods of Measurement: Wholefield Techniques, Second Edition, Rajpal S. Sirohi,

14

Amity University Rajasthan, Jaipur, India2. Basic optics and optical instruments, by Fred A. Carson

References1. Optics in Photography (SPIE Press Book) Author(s): Rudolf Kingslake

Evaluation Pattern R.13 & R.16

5.18FNA181 MULTIMEDIA GRAPHICS AND ANIMATION LAB I0 1 3 2

Course Outcome:

1. Students will be able to produce digital graphic works

2. Students will get knowledge on various software used in digital graphicsfield.

3. Students will be able to do photo editing in different software.

4. Students will be able to use different colouring techniques

5. Equipping the students to create special effects and web documents

Image Editing Software - Working with Layers, Making Selections, Incorporating Color Techniques,Placing Type in an Image, Using Painting Tools, Working with Special Layer Functions, CreatingSpecial Effects with Filters, Enhancing Specific Selections, Adjusting Colors, Using Clipping Groups,Paths, & Shapes, Transforming Type, Liquefying an Image, Performing Document Surgery,Annotating a Document, Creating Web Documents

6.18FNA105 INTRODUCTION TO PHOTOGRAPHY 1 1 2 3

ObjectiveThe course intends to make the students to observe and describe visual qualities thatcharacterize the photographic image; solve visual art problems; communicate ideas visually;develop proficiency in handling tools related to the photographic print; interpret the meanings ofartistic works in photography; identify historical influences on photography; and investigate therole of the photographer in the community. Overall the students will improve their picture takingskills by taking photographs and techniques required to understand and operate the camera

Course Outcome:

1. Training on SLR camera usage

2. Students will learn to differentiate between multiple image capturingformats

3. Different camera settings will be taught

4. Use of different camera lens

Unit 1History of photography- Pinhole Camera, Camera Obscura, Normal Human Eye and Process of

15

Seeing-Human eye and camera

Unit 2Camera principles- Compact cameras and SLR’s - Working of SLR camera- Different image sensors-CCD and CMOS

Unit 3Different parts of SLR camera-Creative mode and basic modes in SLR camera-Basic features of SLRcamera- Focusing- Aperture-shutter speed-slow and fast shutter speeds, applications of slow andfast shutter speeds, ISO, when to use ISO function.

Unit 4Angle of view- Different types of lenses-normal lens, wide angle lens, fish eye lens, prime lens,telephoto lens. Depth of Field-Shallow depth of field, large depth of field, Depth of focus - circlesof confusion

Unit 5Different Image capturing formats-RAW, TIFF, JPEG, Storage Devices- SD card CF card, etc.Different camera accessories

7. 18FNA103 PRINT JOURNALISM AND FEATUREWRITING 2 1 0 3

Objective: To equip students to write well-constructed news stories.To impart relevant skills for finding and creating story ideas, locating news sources and gatheringnews.

Course Outcome:

1.Students will be able to impart relevant skills for finding andcreating story ideas.

2.Students will be able to conduct various types of interviews.

3. Enabling the students to locate news sources and gather news.

4. students will be taught to write different types of news articles.

5. Orienting the students towards responsible reporting andediting.

Unit 1

Concept of news- news values-need for news values- making of a newspaper-bureau, desk-major

responsibilities of reporters and editors

Unit 2

Speed Vs accuracy, objectivity, and credibility - challenges posed by new media to newspapers.

Unit 3

Writing for newspapers - inverted pyramid structure– other news writing techniques – formatting

16

lead, body, and conclusion – different types of lead -Practical exercises to construct news story -

newspaper layout – photo journalism.

Unit 4

Types of interview – Different Interviewing styles and techniques – interview writing methods -

do’s and don’ts.

Unit 5

Magazine journalism-difference between writing for magazines and newspapers – Trends in

reporting - Genres of journalism

TextsJames Glen Stovall- Journalism; Who, What, When, Where, Why and How. PHI New Delhi(2005)

References1. H F Harrington and Elme Scott Watson - Modern Feature Writing , Harper & brothers, New York

and London(1993)2. Carole Rich- News Writing and Reporting, Cengage Learning(2010)3. F. Fedler - Reporting for the Print Media, Oxford University Press, USA; 9 edition (March 24, 2008)4. P. N. Williams - Investigative Reporting and Editing, McGraw Hill,USA

Evaluation Pattern R.13 & R.16

8 18FNA112 PHOTOGRAPHY 2 1 0 3

ObjectiveThe course intends to make the students to observe and describe visual qualities thatcharacterize the photographic image; solve visual art problems; communicate ideas visually;develop proficiency in handling tools related to the photographic print; interpret the meanings ofartistic works in photography; identify historical influences on photography; and investigate therole of the photographer in the community. Overall the students will improve their picture takingskills by taking photographs and techniques required to understand and operate the camera

Course Outcome:

1.Students will improve their picture taking skills by taking photographs and techniquesrequired to understand and operate the camera.

2. Students will be capable of working with DSLR cameras in indoor and outdoor withlighting.

3. Students willl be able to produce photographs of real time standards.

4. Students will be introduce the history of photography.

5. Introducing various compositions and lighting principles

Unit 1

17

Composition principles-vertical framing, horizontal framing, diagonal framing- symmetry,perspective, balance, background and foreground, Rule of Thirds, frame balancing, leading lines,frame within a frame

Unit 2different types of shots, ECU, CU, MCU, MLS, MS, LS, ELS different camera angles- High angle, lowangle, eyelevel, birds eye, worms eye. Different camera movements-tilting-panning

Unit 3Tackling different photographic subjects- People, places animal portraits, landscapes, close upsubjects, action and sports photographs

Unit 4Introduction to Lighting-natural lights, outdoor lighting, studio lighting, still life Photography-Three Point Lighting-Key light, fill light, back light, light meters and their working, differentlighting instruments, lighting accessories used- soft box, reflector, umbrella reflector, snoot,trigger, diffusers- working under different lighting conditions

Unit 5Genres of Photography

Texts1. The Basic Book of Photography by Tom Grimm and Michele Grimm, 4th Edition

2. The Manual of Photography: Photographic and Digital Imaging by Ralph E Jacobson,

Sidney F Ray, Geoffrey G Attridge, Norman R Axford, 9th Edition

References1. The Basic Photography, 1973, Focal press

2. Advanced Digital Photography by Tom Ang, Mitchell Beazley

Evaluation Pattern R.13 & R.16

9. 18FNA114 VIDEOGRAPHY AND VIDEO EDITING I 21 0 3

ObjectiveThis course was designed to provide students with introductory skills and knowledge aboutVideography and video editing.

Course Outcome:

1. Students will be able to work with different type of video camera techniques

2. Students learn history of videography evolution.

3. Students will know to use different lighting techniques.

4. Enabling the students to understand different types of editing

18

5. An awareness is created on the principles of Visual grammar

Unit 1Normal Human Eye and Process of Seeing, Basic Principles of motion picture-Persistence ofVision, Phi-Phenomenon, flip books, History of Motion Pictures and, Differences between videoand film medium

Unit 2Editing-introduction to editing, different functions of editing-Grammar of editing, differenttransitions and their meanings-Cut, dissolve, fade and wipe, Introduction to editing theories.

Unit 3Parts of Video Camera, main features of video camera, Different techniques- depth of field, deepfocus, rack focusing, Camera support systems

Unit 4Linear editing and nonlinear editing - Work flow, online and off line editing

Unit 5Principles of Visual Grammar, Composition principles, Concept of shots, Different types of shots

Texts1. VasukiBelavadi, Video Production, Oxford University

References1. Technique of Film Editing-KarelReiz and Gavin Millar- Focal Press2. Television Production Handbook - Herbert Zettl- Wadsworth Publishing, 8th Edition, 20023. Cinematography :Theory and Practise-Blain Brown4. Five Cs of Cinematography : Joseph V. Mascelli5. Television Production : Allen Wartz

Evaluation Pattern R.13 & R.16

10. 18ENV300 ENVIRONMENTAL SCIENCE AND SUSTAINABILITY 3 0 0 3

Objective:The objective is to help the student to understand the natural environment, eco system, currentenvironmental challenges and human impacts on environment.Course Outcome:

1. Acquaint on the natural environment and its relationships with human activities.

2. Enumerate the eco system, its structure and functions.

3. Design and evaluate strategies, technologies, and methods for sustainable managementof environmental systems.

4. Describe and analyze human impacts on the environment.

19

5. Acquittance of information on human rights, human health and current environmentalchallenges.

Unit 1State of Environment and Unsustainability, Need for Sustainable Development, Traditionalconservation systems in India, People in Environment, need for an attitudinal change and ethics,Need for Environmental Education, Overview of International Treaties and Conventions, Overviewof Legal and Regulatory Frameworks.Environment: Abiotic and biotic factors, Segments of the Environment, Biogeochemical Cycles,Ecosystems (associations, community adaptations, ecological succession, Food webs, Food chain,ecological pyramids), Types of Ecosystems – Terrestrial ecosystems, Ecosystem Services, Economicvalue of ecosystem services, Threats to ecosystems and conservation strategies.Biodiversity: Species, Genetic & Ecosystem Diversity, Origin of life and significance of biodiversity,Value of Biodiversity, Biodiversity at Global, National and Local Levels, India as a Mega-DiversityNation (Hotspots) & Protected Area Network, Community Biodiversity Registers. Threats toBiodiversity, Red Data book, Rare, Endangered and Endemic Species of India. Conservation ofBiodiversity. People’s action. Impacts, causes, effects, control measures, international, legal andregulatory frameworks of: Climate Change, Ozone depletion, Air pollution, Water pollution, Noisepollution, Soil/ land degradation/ pollution

Unit 2Linear vs. cyclical resource management systems, need for systems thinking and design of cyclicalsystems, circular economy, industrial ecology, green technology. Specifically apply these conceptsto: Water Resources, Energy Resources, Food Resources, Land & Forests, Waste management.Discuss the interrelation of environmental issues with social issues such as: Population, Illiteracy,Poverty, Gender equality, Class discrimination, Social impacts of development on the poor andtribal communities, Conservation movements: people’s movements and activism, Indigenousknowledge systems and traditions of conservation.

Unit 3Common goods and public goods, natural capital/ tragedy of commons, Cost benefit analysis ofdevelopment projects, Environment Impact Assessment (EIA), Environment Management Plan(EMP), Green business, Eco-labeling, Problems and solutions with case studies.Global and national state of housing and shelter, Urbanization, Effects of unplanned developmentcase studies, Impacts of the building and road construction industry on the environment, Eco-homes/ Green buildings, Sustainable communities, Sustainable Cities.Ethical issues related to resource consumption, Intergenerational ethics, Need for investigationand resolution of the root cause of unsustainability, Traditional value systems of India,Significance of holistic value-based education for true sustainability.

TEXTBOOKS / REFERENCES:1. R. Rajagopalan, Environmental Studies: From Crisis to Cure. Oxford University Press, 2011, 358pages. ISBN: 9780198072089.2. Daniel D. Chiras, Environmental Science. Jones & Bartlett Publishers, 01-Feb-2012, 669 pages.ISBN: 9781449645311.3. Andy Jones, Michel Pimbert and Janice Jiggins, 2011. Virtuous Circles: Values, Systems,Sustainability. IIED and IUCN CEESP, London. URL:http://pubs.iied.org/pdfs/G03177.pdf

20

4. Annenberg Learner, The Habitable Planet, Annenberg Foundation 2015. URL: http://www.learner.org/courses/envsci/unit/pdfs/textbook.pdf.

Evaluation Pattern R.13 & R.16

11. 18FNA183 PHOTOGRAPHY LAB 0 1 2 2

Course Outcome:

1. Students will be able use different DSLR cameras and excel in photography.

2. Students will be capable of working with DSLR cameras in indoor and outdoor withlighting.

3. Students willl be able to produce photographs of real time standards.

4.Equipping the students to handle focusing and framing.

5. Introducing image editing softwares

Introduction to different types of camerasWorking with compact camerasIntroduction to DSLRFocusingFramingExperimenting with different shutter speedAperture and depth of fieldUsage of ISO functionStudio LightingDifferent photography assignmentsImage editing using software'sEvaluation Pattern R.13 & R.16

12. 18FNA184 MULTIMEDIA GRAPHICS AND ANIMATION LAB II 0 1 2 2

Course Outcome:

1.Students will be able to create logos and other vector arts

2. Equipping the students to use colour blends and patterns

3. Enabling the students to draw landscapes and objects.

4.Understanding of the principles of graphics and animation

5. Students will create business cards and brochures.

Vector Drawing - Draw basic shapes, Draw objects, Create vector images, then edit those vectorimages quickly and easily, Add colour to your work, Use blends, gradients, and patterns, Createsymbols to place into your work to save time, Create layers and masks, Draw landscapes such as

21

buildings and houses with ease using perspective, Add graphs to your documents, Add text toyour documents – and even to your objects and shapes, Create drawings, business cards,brochures.

Evaluation Pattern R.13 & R.16

13. 18FNA185 VIDEOGRAPHY AND VIDEO EDITING LAB I 0 1 2 2

Course Outcome:

1.Students will be able to produce professional videography works for TV.

2.Students will be capable of working with Audio and Video editing software.

3.Students study advanced videography techniques

4. Introducing basic tools of video, audio, mixing software.

5. Students would understand different types of shots.

Familiarizing Video Camera and accessoriesDifferent types of TapesWorking with Tapeless systemsFamiliarising interface of editing softwareIntroduction to editing workflowBasic tools of editing softwareBasics of audio editingExporting media from editing softwareDSLR cinematography IntroductionDifferent types of ShotsWorking under different Light SourcesCapturing Video using capturing devicesEvaluation Pattern R.13 & R.16

14.18FNA201 BROADCAST JOURNALISM 2 1 0 3

Objectives: To develop news packages complete with voice overs, SOTs, Wrap ups etc and to

provide insight to students on ENG techniques and news room functioning

Course Outcome:

1.Students will be able to produce voice overs, SOTs, Wrap ups etc.

2Students will be able to do report of various events for Radio and Television.

3.Students will be able to work as an RJ and VJ

22

4.Equipping the students conduct interviews

5. Convey the working culture of programme production in television and

radio

Unit 1Introduction to broadcast journalism- features and unique aspects - Nature and Characteristics of

the medium-origin and development of Radio and television- underground radio- AIR -

privatization of radio in India.FM and AM radio technology - PrasarBharathi Act- AIR –

DOORDARSHAN Code of ethics

Unit 2Structure and functioning of newsroom-presenting techniques - do's &dont's (TV / Radio) -

Types of news programme, SCP & MCP, CCU - Breaking news

Unit 3Radio station- writing for radio, radio journalism, functions of radio commentators, editors, radiodramas and documentaries.Unit 4Television station –news sources, different formats of news, Planning and production of TV

programs: writing scripts – voice overs, sound bytes, sound on tapes, wrap ups etc., filing news

stories.

Unit 5Electronic news gathering methods, OBVans, DSNG, Production of news packages PCR, role and

importance of production control room, delivery pattern of live reports, - interviewing – types of

interview – how to plan an interview -do’s and don’ts

Texts

Writing for Visual Media, Friedmann Anthony: Elsevier, 2006

References

1. Hand Book of Broadcasting – Waldo Abbot and R Rider (McGraw Hill)

2. Techniques to TV Production – Rudy Bretz (McGraw Hill)

3. Writing and Producing Television News- Eric K.Gormly, Surjeet Publications(2005)

4. Video Production – VasukiBelavadi – Oxford University Press(2008)

5. Radio: A Guide to Broadcasting Techniques – E Evans

Evaluation Pattern R.13 & R.16

15. 18FNA202 INTRODUCTION TO ADVERTISING 3 1 0 4

OBJECTIVE

23

The students are introduced to the various domains of professional practice in the process ofdeveloping anadvertisement in all the formats like print, broadcast and new digital media. They are also takenthrough athorough understanding of the function of an advertisement agency and the career profile ofpractitioners.

Course Outcome:

1.Students will be able to produce advertisements for various media like TV, Newspaper andOnline Media

2.Students will understand the techniques of writing script for different types ofadvertisements.

3.Students will be able to create advertisements in different software.

4. Creating an awareness on the structure and types of advertisements

5. Understanding of advertisements as a marketing tool.

Unit 1What is Advertising? – Evolution - Advertising as Communication Process - Advertising as aBusiness Process - Advertising in Business and Society - Audience Categories and GeographicalFactors –Types of medium in advertising. Print Media (Newspaper & Magazines, Pamphlets, Posters &Brochures),Electronic Media (Radio, Television, Audio Visual Cassettes), Other Media (Direct Mail, OutdoorMedia), Characteristics, merits & Demerits of above media, media scenes in India.

Unit 2

Types of Advertising: Commercial, Non-commercial, Primary demand and Selective Demand,Classified and Display advertising, Comparative advertising , Co-operative advertising.Introduction to advertising agency- Structure and functions of an agency - Leading agencies inIndia- Diversification and competition – full service agencies – multinational clients –challenges and opportunities.

Unit 3Foundations of Modern Advertising: Marketing and Consumer Behaviour – ConventionalAdvertising andAdvertising Agencies –Problems of reaching in rural audience and markets. - Factors influencingthe choice of Media -Media Scheduling - Evaluation of Advertising effectiveness. Importance anddifficulties, Methods of measuring advertising effectiveness, Pre-testing and Post testing.

Unit 4Advertising campaign: objectives, creative strategy: message, appeals, target market, level ofresponse, media Planning, advertising budget.career path in the Advertising industry -

24

Research for Advertising and Promotion

Unit 5Professional ethics in advertising- cases of ethical violations -Advertising Standards Council –Social and cultural issues – Global regulations Practical component .

Students should create advertisements related to - Classified advertisements- visual dominantadvertisement - public service advertisement - testimonial advertisement - ad. with emotionalappeal – Ad with humour as appeal

TextContemporary Advertising, William F Arens , Tata McGraw-Hill Publishing Company Limited, NewDelhi, 10 e, 2008.

References1. Advertising Basics – a resource guide for beginners, J V Vilanilam, A K Varghese,Response Books (a division of Sage Publications), New Delhi, 6th printing, 2009.2. Advertising and Promotion – an Integrated Marketing Communications Perspective,George E Belch, Michael A Belch, KeyoorPurani, Tata McGraw-Hill Publishing CompanyLimited, New Delhi, 7 e, 2010.3. Kleppner, Otto; Fundamentals of Advertising; Prentice Hall; New Jersey. 1980.

Evaluation Pattern R.13 & R.16

16. 18FNA203 WEB PUBLISHING 2 1 0 3

Course Outcome:

1. Students will be able to use HTML techniques.

2. Students will be able to create web pages and publish them in different onlineplatforms.

3. They will be able to do web designing.

4. Equipping the students to create layout for web pages.

5. Familiarise the students with various multimedia techniques.

Unit 1Getting Familiar with Web Pages - Creating Your First Web Page. Web Design Principles.

Unit 2Adding Text - Formatting Text - Adding Images - Adding Links - Working with TablesCreating Forms

Unit 3

25

Creating Style Sheets - Formatting Text with Style Sheets - Controlling Layout with Style Sheets

Unit 4Adding Multimedia and Other Features - Publishing Your Web

Unit 5Text Format-Importance of Fonts in a Web site - Differences between Serif and Sans-serif -Image maps- Privacy and Security

Texts1. Microsoft Web Publishing: Illustrated guide to web design techniques using FrontPage2. Philip and Alex's Guide to Web Publishing by Philip Greenspun

Reference1. CREATING WEB PAGES Simplified by Mike Wooldridge Wiley Publishing, IncEvaluation Pattern R.13 & R.16

17. 18FNA204 VIDEOGRAPHY AND VIDEO EDITING-2 2 1 0 3

ObjectiveAfter the completion of this course students are expected to acquire a thorough understandingabout Videography and editing.

Course Outcome:

1. Students will be able to use different lighting techniques in production.

2. Students will learn various techniques developed throghtout the evolusion of videographyand early cinema.

3.Students will be able to implement various video editing theories into practice.

4. Creating an overall understanding of the history of editing.

5. Equipping the students understand various broadcasting standards.

Unit 1Lighting Principles-goals of good lighting in video, properties of light, colour temperature-Threepoint Lighting, -Lighting ratio-hard and soft Lighting, high key lighting and low key lighting,available natural light, bounce light, practical lighting, lighting through the window Lighting forHD video, Lighting instruments, Lighting accessories

Unit 2History of Editing-Editing in Silent films, the beginning of continuity editing, Editing in early filmsof Edwin S Porter and D.W Griffith, Dramatic emphasis in Griffith’s films,Kuleshov Effect, Sovietmontage theory, Pudovkin and constructive editing, Eisenstein’s contributions, Methods ofMontage-Metric, rhythmic, tonal, over tonal, intellectual montages, Editing in the sound films,editing techniques in modern cinema, development of alternate editing methods

Unit 3

26

History and development of video recording-Different video tape formats

Unit 4Different theories of editing, continuity editing, Major Issues in continuity, 180 degree rule-breaking 180 degree, cut in shots and cut away shots, screen direction and action axis,the 20%and 30 Degree Rules, jump cuts, Moving shots, cross cutting or parallel cutting, cutting in action,different types of cuts. Sound editing principles.

Unit 5Media distribution and storage, - difference between interlaced and progressive scanningtechniques, Broadcasting standards-Analogue and digital, Transmission Technologies- terrestrialtransmission, satellite and cable broadcasting, DTH, CAS, IPTV, SMATV

TextsVasukiBelavadi, Video Production, Oxford University

References1. Film Language - Christian Metz, University Of Chicago Press, Reprint Edition, 19912. Television Production Handbook - Herbert Zettl- Wadsworth Publishing, 8th Edition, 20023. Cinematography :Theory and Practise-Blain Brown4. Technique of Film Editing-KarelReiz and Gavin Millar- Focal Press5. What Is Cinema? - Andre Bazin, University Of California Press, 19896. Film Theory - Siegfried Karacauer7. The Montage of Film Aesthetics - S. Eisenstein

Evaluation Pattern R.13 & R.16

18. 18FNA281 BROADCAST JOURNALISM PRACTICE 0 0 2 1

Course Outcome:

1. Students will be able to write for various broadcast media such asradio and television.

2. Students will understand narrative techniques used in broadcastmedia.

3. Equipping the students write scripts for news

4. Students would make news bulletins

5. Enable the students to make radio dramas

Writing for radio - different narrative techniques - tips, dos and don’ts-Practical exercises-Writing

for television - different narrative techniques – patterns of news delivery- Writing features, other

special audience programs; Sponsored programs, radio and television commercials. Practical

exercises.

27

Evaluation Pattern R.13 & R.16

19. 18FNA282 MULTIMEDIA, GRAHICS AND ANIMATION LAB III 0 1 2 2

Animation Basics, Creating 2D Animations, Flash Websites, Basic Action Scripting.

Evaluation Pattern R.13 & R.16

20. 18FNA283 VIDEOGRAPHY AND VIDEO EDITING LAB 2 0 1 2 2

Course Outcome:

1. Students will be able to work on advanced video cameras such as 4K, 5Detc.

2. Students will be able to work with advanced video editing softwares.

3. Students will be able to work with various equipments used inproduction.

4. Equipping the students to shoot in natural light

5. Planning film projects with detailed shot division

Practising with lights (Additional lights and Natural lights)Working with different video camerasWorking with DSLR cameras and different accessoriesTrack and TrolleyStudio Visit and Crane OperationsVideo production AssignmentsShot division and planning of projectsAdvanced areas of Video editing using softwareEvaluation Pattern R.13 & R.16

21. 18FNA284 WEB PUBLISHING LAB 0 0 2 1

Course Outcome:

1. Students will be able to design websites.

2. Students will understand different tool used in web designing.

3. Students will be able to use HTML techniques.

4. Equipping the students to create layout for web pages.

5. Familiarise the students with various multimedia techniques.

Designing and Publishing web sites.Evaluation Pattern R.13 & R.16

28

22. 18FNA288 INTRODUCTION TO AUDIO 2 0 0 2

Course Outcome:

1. Introduction to the sound editing software

2. Experts from the industry will train the students

3. Will receive expert guidance to succeed and create a niche space forthemselves in the industry

Unit1History of sound recording

Unit 2Introduction to basics of sound- properties of sound

Unit 3Different equipment- Mixers, microphones, basic principles of microphones loud speakers,amplifiers

Unit 4Different types of sound in video and film - Diegetic and Non-diegetic sound, SFX, dialogue,Background music, Sync sound, Art of folleying

Unit 5Sound Editing Techniques – Transitions, Sound Bridge, off-screen sound, sonic flashbacks

Evaluation Pattern R.13 & R.16

23. 18FNA211 FILM STUDIES AND ANALYSIS 2 1 0 3

ObjectiveTo introduce the students to the world of cinema and study its different aspects thereby enablinghim to develop the analysingculture. Students will also expose to the different approaches inunderstanding of film studies that students develop in the classroom to professional experiencein the workplace.

Course Outcome:

1. Students will be able to identify various aspects depicted in films.

2. Students learn to do semiotic analysis of films.

3.Understands mise-en-scene and critical reviewing of movies.

4. Understanding the history of film making

5. Introduce the students to various film movements.

webwe

29

Unit 1

Film studies-Introduction- Basic Aspects of Film Language- Concepts, Techniques, -Relationship

between time and space - Types of shots and movements.

Unit 2

History of world cinema and Indian cinema -

Unit 3

Introduction to miss-en-scène – Lighting – Cinematography – Settings – Pros – acting - makeup

Unit 4

German Expressionism - Expressionist mise-en-scène: Robert Wiene’s The Cabinet of Dr.Caligari/Murnau’sThe Last Laugh /Fritz Lang’s Metropolis. - Soviet Montage - Constructivist Approaches to Cinema-Battleship Potemkin/Strike/Mother.- Italian Neo-realist Cinema- An ‘Aesthetics of Reality’Outside the Studio: Vittorio De Sica’s The Bicycle Thieves. - Indian ‘New Wave’ - Characterizingthe Indian ‘New Wave’ (A Representative Film of any one of the Directors: Mrinal Sen, Mani Kaul,Kumar Shahani, Ketan Mehta, AdoorGopalakrishnan)

Unit 5Film analysis- analysis of specific film texts

Texts:Film Art: An Introduction - David Bordwell, Kristin ThompsonMalayalaCinemayude Katha –Vijayakrishnan

ReferencesThe Art and Science of Cinema - Anwar HudaKey Concepts in Cinema Studies - Susan HaywardFilm as Art - Rudolf ArnheimChalachithrathintePorul - VijayakrishnanMovies and Meanings - Stephen PrinceHow to read a film? Movies, Media, Multimedia - James Monaco

Evaluation Pattern R.13 & R.16

24. 18FNA213 WEB JOURNALISM AND CONTENT WRITING 2 1 0 3

ObjectiveTo provide insight to students on different aspects of web journalism. Equip them to write online

news stories and to use keywords while developing content

. Course Outcome:

1.Students will develop insight knowledge on web journalism.

30

2. Students will be able to create and maintain blogs.

3. Students will be able generate content for web pages.

4.Introduction to the basic concepts of content writing.

5. Equipping the students with SEO techniques.

Unit 1

Introduction to online journalism-Newsrooms going online - Basic concepts/unique principles of

web content writing - interactivity, hypertexts, multimedia features - Shift in the taste of the

audience - peculiarities of online audience

Unit 2

Unsubstantiated opinions - bloggers as journalists - Blogger’s ethics - Citizen Journalism

initiatives in online medium - managing user-generated content

Unit 3

The impact of effective online research on web content development - Search engine

optimization – SEO techniques - Importance of keywords in web content development - how to

boost online traffic

Unit 4

Writing for the web – techniques of crafting online story-knowing your audience - online

conversations - traditional media Vs new media

Unit 5

Importance of accuracy and verification –how to develop content effectively -Evaluating different

online sites

Texts

1. Electronic Journalism, Aditya Sen Gupta, Authors Press Publishers

2. Digital Newsroom, BalakrishnaAiyar, Authors Press Publishers

References

1. Online Journalism Ethics: Traditions and Practice, Cecilia Friend and Jane B. Singer, PHI

Learning Pvt Ltd

31

Journalism Online, Mike Wart, Elsevier Publications

Evaluation Pattern R.13 & R.16

25. 18FNA285 ANCHORING AND MEDIA PRESENTATION SKILLS 0 0 2 1

Course Outcome:

1.Students acquire skills for anchoring.

2.Do's and Don’t's in anchoring.

3. Learn ethics in anchoring and presentation skills.

4. Students will be trained in television and radio anchoring

5. Able to co-ordinate talk shows and reality shows.

Training in Anchoring, Television Programs including Reality Shows.Training in co-ordinating Talk Shows and News Programs.Training in conducting interviews.Evaluation Pattern R.13 & R.16

26. 18FNA286 AUDIOGRAPHY LAB 0 0 2 1

Course Outcome:

1. Working with different microphones, sound equipments.

2. Learn professional audio editing softwares.

3. Enabling the students to work with different audio mixers

4. Recording and editing in studios

5. Introducing advance audio editing techniques.

Working with different microphones, and audio mixersIntroduction to editing softwareAudio recording and editing in studioAdvanced audio editing techniquesEvaluation Pattern R.13 & R.16

27. 18FNA287 CRITICAL VIEWING AND READING ANALYSIS LAB 0 0 2 1

Course Outcome:

1.Students will learn critical reviewing of media content.

2. Students will be enabled to enhance their reading analytical skills.

32

3. Students will be enabled to compare and contrast media content

4. Critically evaluate the strategies adopted by various media

5. Students will have an objective understanding about media.

Comparison and analysis of various trends in mediaEvaluation Pattern R.13 & R.16

28. 18FNA289 VIDEO PRODUCTION LAB 0 0 2 1

1.Students will be able to produce professional videographic works for TV.

2.Students will be capable of working with Audio and Video editing softwares.

3.Students study advanced videography techniques.

4. Production of documentary films

5. Students are trained to make ad films

Working in the studioTelevision programme productionDocumentary productionShort film (fiction) productionIntroduction to Multicamera set upMaking ad films

Evaluation Pattern R.13 & R.16

29. 18CUR211 CURRENT AFFAIRS I 0 0 1 1

Course Outcome:

1. Discussions on current world scenario

2. 2. Enriching the knowledge of students

3. 3. Polish their perspective and opinions and equip them to have avoice

Choosing topics: Using the Library, internet and research studiesWriting leads differently: going beyond the inverted pyramidWriting of Hard core story, Article, Features and InfographicsEditing Relevance of stylebook. Editing for consistency, accuracy and structure.InterviewsAnalysis of coverage of Social inequality in newspapers and magazines: Poverty, Caste, Race,Education, Ethnicity, Prejudice, Gender Stereotypes, Feminism, Power Relations, Health,Substance Abuse, Economic Policies, White Collar jobs, alcohol consumption, Corruption, Urban

33

and Rural Life, Social issues- crime, Environmental Issues…Politics, Business and Sports, Positiveand depth reporting

Assignment:a) Individual presentation of weekly News.b) Maintenance of record book – Students report with paper clipping the actual news item.Evaluation Pattern R.13 & R.16

30. 18FNA301 CONSTITUTION AND MEDIA ETHICS 2 1 0 3

Objective

The course aims to provide the students an understanding of Indian Constitution and Press Laws.

Course Outcome:

1. The students will learn about the extent of freedom of press.

2. Student will get insight on provision for professionals in constitutional law.

3. Students will gain better knowledge of do's and don’ts for professional journalistic

ethics.

4. Introducing the basic constitutional laws.

5. Creating an awareness of the role of press in India.

Unit 1

Freedom of Speech and Expression: Article 19(1) (a) and Article 19(2) - Laws applicable to mass

media in general - The Indian Telegraph Act, 1885 - The Official Secrets Act, 1923 - The Contempt

of Court Act, 1971 - The Civil Law of Defamation - Libel – Slander - The Indecent Representation of

Women (Prohibition) Act 1986 - The Indian Post Office Act, 1998 - The Press Council Act, 1978 -

PrasarBharati Act, 1990

Unit 2

Mass media ethics - Social commitment of media - Norms of journalistic conduct: Principles and

ethics - Accuracy and fairness - Pre-publication verification - Right of the Press to comment on the

acts and conduct of public officials - Conjecture, comment and fact – Corrections - Right to reply -

Letters to editor

Unit 3

Obscenity and vulgarity – Right to privacy Vs right to expression – How to cover communal

disputes/ clashes –How to cover court proceedings - Plagiarism

34

Unit 4

Role of Press Council of India as watchdog of the press-PCI guidelines – PCI norms of conduct for

media professionals - The Code of Advertising Practise of the Advertising Standards Council of

India

Unit 5

Media ethics – Case Studies and discussion of practical cases

Texts

1. “Mass Communication in India” by Keval J Kumar, Jaico Publishing House, 2003

2. “Theory and Practice of Journalism” by B N Ahuja, Surjeet Publications, 2003

References

1. “Press Laws of India”

2. “The Journalist’s Handbook” by M V Kamath, Vikas Publishing House Pvt. Ltd. 2002

Evaluation Pattern R.13 & R.16

31. 18FNA302 INTRODUCTION TO MEDIA ORGANISATION 2 1 0 3

ObjectiveTo provide an understanding of media organisation, ownership structure.

Course Outcome:

1. Students will learn media business management for radio, print, TV and new media.

2. Students will understand various management theories that can be implemented indifferent media houses.

3.Students will be able to implement various production cycles into practice.

4. Providing an understanding of the principles of management

5. Create an awareness on the duties of media organizations

Unit 1                                                                                           Principles of management. Management as a process. Functions of management.

Unit 2                                                                                           Theories of management. Media as business and social institution. Greiner’s development modelof a company.

Unit 3                                                                                           Electronic Media Management: Organisation-structures and functions. Responsibilities and dutiesof different media organisations- Audience Ratings- Methods of TRP rating

35

Unit 4                                                                                           Project management-Production Project Cycle, Pre production, Production process, productionstrategies. Risk and impact assessment.  Contracts and legal arrangements

Unit 5                                                                                          Evolution of Media Economics-Traditions in Media Economic Scholarship-Contemporary andFuture IssuesDefining Media Consolidation- Media Consolidation in the context of Economics

Texts1. Block et al, Managing in the Media. Focal Press2. Balancing on the Wire – The Art of Managing Media Organizations: James Redmond & Robert

Trager, Atomic Dog, 2004.

References1. Handbook of Media Management and Economics- Alan B.Albarran, Sylvia M. Chan-Olmsted,

Michael O. Wirth, Lawrence Erlbaum Associates, Publishers, New Jersey(2006)2. Management of Electronic Media: Alan B. Albarran, Wadsworth, 2002

Evaluation Pattern R.13 & R.16

32. 18FNA390 MINOR PROJECT

Course Outcome:

1.Students will be able to conduct research in various fields of mass communication and

journalism

2. Students will be introduced to communication research methods.

3. Comprehending various communication theories

4. Conducting research analysis

5. leading to a paper publication

4

Any one of the following may be chosen by the students:● Video ProductionTo enable the students to produce a fiction / non-fiction film of 3 & 5 minutes duration usingthe different multimedia tools such as video camera and its accessories with the applicationof video and audio editing software’s.● AnimationTo enable the students to produce an animated film of 3 minutes duration using the differentmultimedia tools.

36

● Graphic / Web Designing / AdvertisingTo enable the students to produce various Graphic and Web Design models.

Evaluation Pattern R.13 & R.16

33. 18CUR301 CURRENT AFFAIRS II 0 0 1 1

Course Outcome:

1. Study of reports in media

3. 2. Critical analysis to understand news and its social relevance

Analysis of significant conflict reports in national and international media – Group discussion onNews bulletins and News based programmes in TV and their relevance in today’s context. Criticalanalysis of news and its social relevance- In-depth analysis on India’s economic and politicalAnalysis of coverage of Social inequality in TV channels and online media: Poverty, Caste, Race,Education, Ethnicity, Prejudice, Gender Stereotypes, Feminism, Power Relations, Health,Substance Abuse, Economic Policies, White Collar jobs, alcohol consumption, Corruption, Urbanand Rural Life, Social issues- crime, Environmental Issues… Politics, Business and Sports, Positiveand depth reporting

Assignment:a) Individual presentation of weekly News.b) Maintenance of record book – Students report on various issues.

Evaluation Pattern R.13 & R.16

34. 18FNA392 INTERNSHIP AND PORTFOLIOStudents must undertake internship for one month in the industry. At the end of the semester theportfolio (various stream) should be exhibited in the public platform.

Course Outcome:

1. Facilitating an internship for one month

2. Familarise the working culture of the industry.

3. Preparing portfolio

4. Evaluation and exhibition of portfolio

5. Enabling the students for self marketing.

Evaluation Pattern R.13 & R.16

35. 18FNA399 PROJECT 10

Course Outcome:

1. Students will produce fiction and nonfiction film by incorporating cinematography skills,direction skills, scripting skills which they have learnt in earlier semesters.

37

2. Students will be able to produce an animated film of 3 minutes duration using the differentmultimedia tools.

3. Students will be able to produce various Graphic and Web Design models.

4. Using multimedia tools such as video camera and its accessories.

5.Application of video and audio editing software.

To enable the students to produce a fiction / non-fiction film.To enable the students to produce various Graphic and Web Design models. Graphic / WebDesigning / AdvertisingEvaluation Pattern R.13 & R.16

ELECTIVE A

36. 18FNA231 DEVELOPMENT COMMUNICATION 2 1 0 3

ObjectiveTo make the students understand the development and the role of communication and media indevelopment.

Course Outcome:

1. Positive journalism for social change.

2. Developmental communication in human development.

3. Understanding social issues and utilising media to address variousissues.

4 Understanding the nature and scope of DC

5. Provides insights on developmental media activities

Unit I

Development: Definition, nature and scope- Development indicators- Development studies

Unit II

Development Communication- Definition and significance- Development Communicators-

Dominant Paradigm of development. Various models of development. Alternative paradigms of

Development and Development Communication

Unit III

Development Journalism- Definition-health, nutrition, social issues, resource use. Literacy,

agriculture and environment. SITE and Kheda Projects- Development Support Communication-

Participatory approaches

38

Unit IV

Media and Development- Role of media in development- use of print, radio, TV, Film, Video-

Traditional and interpersonal communication methods-field publicity- National Communication

policies

Unit V

ICT and development- E Governance- social networking- SHGs

Evaluation Pattern R.13 & R.16

37. 18FNA232 INTRODUCTION TO BRAND MANAGEMENT 2 1 0 3

ObjectiveTo comprehend the contemporary concepts of professional practice in branding, brand equity andstrategic brand management, design and implementation techniques for all the presentableformats like print, broadcast and new digital media.To understand the concepts through case studies from advertisement industry from a perspectiveof Integrated Marketing Communication ( IMC ).

Course Outcome:

1. Demonstrate knowledge of the nature and processes of branding and brand management.

2. Brand management and function of marketing that uses special techniques in order toincrease the perceived value of a product.

3. Implementing market mix approach for practical applications.

4. Comprehending contemporary concepts in brand management.

5. Illustrating the concepts through case studies.

Unit 1Meaning, Brand vs product, Process of branding, Brand building blocks (obstacles to/difficulties inbuilding strong brands) - Brand vision with respect to generic brand status. Product vs corporatebranding

Unit 2Branding strategies - Manufacturer branding (national brand) and distributor branding(private/store brand) – Multi product branding strategy - Multi branding strategy- Mixedbranding, Brand licensing, Co-branding, Composite co-branding, Ingredient co-branding Brandproduct matrix, Brand hierarchy

Unit 3Brand Promotion and Strategic Brand Management - Building a Strong Brand : FOUR Steps inBrand building - Direct Marketing, Public Relations ( PR ) and Corporate Advertising for Brand

39

Building - Sustaining and Growing the Brand after the Launch, Media Selection, TradePromotion and Selling, CRM, Personal Selling, Web Marketing.

Unit 4Corporate Image and Brand Management - IMC to build Brand Equity, Evaluating the BrandPerformance, Capturing Market Performance, Design and Implementation of Brand Strategies,Brand – Product Matrix and Hierarchy Levels, Achieving the Ideal the Brand Portfolio, ManagingBrands over : Time, Market Segments and Geographic Boundaries, Revitalising and Changingthe Brand Portfolio.

Unit 5CASE STUDIES IN BUSINESS SECTORS : Examples in Tourism, Hotel, Healthcare, Travel, Education,Automobile, General Business etc.

Texts: Integrated Advertising, Promotion and Marketing Communications, Kenneth. E. Clowand Donald Baack, Prentice Hall of India Pvt. Ltd., 3e, 2007.

References:1. Strategic Brand Management, Kevin Lane Keller, M.G. parameswaran and Issac Jacob,

Person (Prentice Hall), New Delhi, 3e, 2011.2. Advertising Basics – a resource guide for beginners, J V Vilanilam, A K Varghese,Response

Books (a division of Sage Publications), New Delhi, 6th printing, 20093. Advertising and Promotion – an Integrated Marketing Communications Perspective,

George E Belch, Michael A Belch, KeyoorPurani, Tata McGraw-Hill PublishingCompanyLimited, New Delhi, 7 e, 2010.

Evaluation Pattern R.13 & R.16

38. 18FNA233 WEB DESIGNING 2 1 0 3

ObjectiveEffective Web Design introduces basic methods for the creation and design of user-centric websites using the XHTML language in Dreamweaver.

Course Outcome:

1. Develop and implement solutions to problems encountered in all phases of the designprocess.

2. Create visual communication through the application of design theories and principles todevelop effective design solutions.

3. Apply typographic skills and knowledge to create effective visual communication.

4. Introducing basic methods for designing websites

5. Creating an interactive web portal

Unit 1Starting with a Plan - Defining the Audience - Gathering Content - Choosing the Right Tools

40

Defining the Look and Feel - Mocking Up the Design

Unit 2Slicing and Optimizing Web Graphics - Organizing Content with Tables and Lists - Creating WebLayouts - Designing Web Forms - Making Your Pages Interactive

Unit 3Web Standards and Testing - Following Web Standards - Testing, Accessibility, Compliance, andValidation

Unit 4Domain Registration and Hosting - Publishing Your Site - Search Engine Optimization and SiteMaintenance

Unit 5

Exercises to practiceText1. Sue Jenkins’sWeb Design ALL-IN-ONE FOR DUMMIESWiley Publishing, IncEvaluation Pattern R.13 & R.16

ELECTIVE B

39. 18FNA241 ADVERTISING CASE STUDIES 2 1 0 3

ObjectiveThe students are exposed to the art of creative thinking, planning and executing involved in the

production of an advertisement for formats like print, broadcast and new digital media. From aprofessional standpoint they also get exposure to the important role of copy writing and itsquality, consistency and value in the marketing. They will understand the key concepts throughcase studies from the creative segment of the advertisement industry.

Course Outcome:

1. Identify and respond to clients advertising and marketing communication objectivesby applying principles of marketing and communications.

2. Perform a market segmentation analysis, identify the organization's targetmarket/audience and define the consumer behaviour of each segment.

3. Develop an advertising plan and present and defend it persuasively

4. Contribute to evaluating the effectiveness of advertising and marketingcommunication initiatives.

5. Students will be expose to creative thinking, planning and executing advertisingproductions

Unit 1

41

Role of Creativity in Advertising - The Craft of Copy Writing - Need for Creative plans FormulatingAdvertising. Strategy and Execution- Detail Components with Input Guidelines - Effectivenesscase - How Brand Message Execution Planned? Copy Platform - Message Consistency-Consistency Triangle and Challenge.

Unit 2Creative Process : Various Formatting Alternatives for Copy Writing and Guidelines, Its Role in

Communication, Infomercials, Use of Internet and Interactivity - Copy Writing for : IntegratedMarketing Communication (IMC ), Print - Headline, Sub heading, Body Copy, Guidelines ,Cyber space – e Commerce, Broadcast advertising, Radio - Music, Dialogue, Announcement,Celebrity Announcer, Guidelines, Production, Multimedia, Direct mail, Outdoor Media, Scriptingfor Audio- Visual, - Copy Writing for TV - Demonstration, Problem and Solution, Music and Song,Spokesperson, Dialogue, Vignette, Narrative, Guidelines, Slogans and Taglines.

Unit 3Creative Execution : Art and Copy - Check lists for Print, Radio and TV Commercials – Advertising Design

and Production Process for Print, Radio and TV – The Role of Advertising Artists like Art Directors,Graphic Designers, Illustrators, Photographers, Production Artists etc., - Portfolio Review- CopyApproval Process.

Unit 4Ways to Market on Radio and TV - Buying Time for Commercials, Mistakes in Copy Writing - Strength

and Weaknesses of Print, Radio and TV media, Quality Control and Ethical Issues, Advertisingand its Effects on Societal Economy, Life Style and Value Systems.

Unit 5CASE STUDIES of Copy Writing for live Examples in Tourism, Hotel, Healthcare, Travel, Education,

Automobile, General Business etc., for different formats of production.

TextAdvertising and Integrated Brand Promotion, William F Arens , Thomson South Western,VikasPublishing House, 3e, 2003.

References:1. The Copy writer’s Handbook, , Robert W. Bly, Henry Holt and Co., 1990.2. Advertising Basics – a resource guide for beginners, J V Vilanilam, A K Varghese, ResponseBooks (a division of Sage Publications), New Delhi, 6th printing, 2009.3. Advertising Management, Rajeev Batra, John.G. Myers and David. A. Aaker, Pub :Pearson –DorlingKindersley ( India ) Pvt. Ltd., 5e, 2006

Evaluation Pattern R.13 & R.16

40. 18FNA242 INTRODUCTION TO NICHE JOURNALISM 2 1 0 3

Objective

42

The course is intended to make the student aware of the history, development and current statusof magazines in India and also introducing them to specialized journalistic writing.

Course Outcome:

1. Students will be able to produce various niche magazines.

2. Students will understand the techniques used in specialisedjournalism.

3. Scope and market for niche journalism.

4. Creating an awareness of the history, development of magazines.

5. Introducing different types of features and articles.

Unit 1Definition and types of magazines - news, special interest, general, lifestyle, glamour, gossip-Briefhistory of the development of magazines, reasons for its success in and outside India, themagazines that boom in India and the glorious years of the news magazine

Unit 2Magazine formats and their difference from other media, magazine formats within a genre -unique features of different magazines

Unit 3Overview of English and other Indian language magazines today

Unit 4Writing for a magazine-Editing for a magazine-Scope of ‘niche’ journalism

Unit 5Sports-Media vehicles used for the niche-Most dominant sports and some background aboutthem-Pre-contest coverage-Preparation of complete game story-Watching the game- Vitalaspects to cover using significant statistics-Columns-speculation, post-contest analysis, personalreflections-Covering a game for TV / Radio-Comparing coverage in different media-Health-Healthas a niche-areas usually covered-Different media vehicles-Entertainment and lifestyle-Examiningdifferent kinds of magazines in this wide category-Importance of style and kinds of matter thatmakes stories-Travel-Developmental-Civic journalism-Public journalism-Alternative media andpeople’s issues

Texts1. Convergence Journalism: Writing and Reporting Across the News Media by Janet Kolodzy

2. An Introduction to Journalism by Richard Rudin and Trevor Ibbotson

Reference1. Journalism Writing Techniques by M H Syed

Evaluation Pattern R.13 & R.16

43

41. 18ELL234 TECHNICAL AND PROFESSIONAL WRITING 2 1 0 3

ObjectivesProduce workspace documents, including memos/letters, instructions, and proposals; create

usable, readable, and attractive documents; prepare and deliver oral presentations;collaborate with others; write coherent, concise and correct sentence; dit for clarity.

Course Outcome:

1. Produces workspace documents like memos letters etc.

2. Comprehending technical and professional writing style

3. Students will be able to prepare and deliver oral presentations

4.Presenting techniqual paper.

5. Equipping with proper proof-reading techniques

UNIT 1Introduction – review syllabus – Computer lab assignment – the writing process – Grammar

tutorial: word often confused – interview paper frequently asked questions ininterview. Webpage design and writing for the web. Graphic. Present interviewfindings to the class. Grammar Basics. Punctuation, proof reading.

UNIT 2Special technical documents – Thesis, dissertation and article. Memos, letters and E-mail –

correspondence - Computer lab assignment, Editing for styles – Grammar. Tutorial,Instructions, Suggestions, Recommendations. Ethics in job and globalism in workplace.

2. UNIT 3Producers and politics in Describing and Summarizing Technical Information – Technical

proposals and reports, Bibliography. Small group meeting: brainstorming -Collaborating on writing projects – reports, researching. Abstract and ExecutiveSummaries – Discuss Oral presentations – professional presentations – OralPresentations. Style in Technical writing.

3. UNIT 4Resume (cover letter, resume, and vitae) Memorandums (regarding weekly reading) Interview

a Professional Business letters (letters of apology, customer response, and persuasion)Writing Instructions & Directions.

4. UNIT 5Editing and proofreading, Portfolio, Participation, Meetings – Minutes, agenda, Chair.

Conferences (Two conference) Mock interview, Conduct Meetings. Presenting atechnical paper.

5. REFERENCE BOOKS:

44

1. Mc Nair, “New Technologies and Your Resume”2. Haur, “Writing Technical Documents for the Public”3. Business Communications, Concepts, Case and Applications, P D Chathurvedi, Person.4. Functional Grammar and Communicative Skills, S Sreenivasan, Century Publishers.5. Technical Communication, “Desk Top Type: Traditional and Technology”6. Technical communications: A Practical Approach – William Sanborn Pepfeiffer, TVS

Padmaja, Pearson (6th Ed)

Evaluation Pattern R.13 & R.16

ELECTIVE C

42. 18FNA331 ART DIRECTION FOR ADVERTISING 1 1 2 3

ObjectiveTo show light to the aspiring art directors towards the basic principles of advertising throughvisual media along with demonstrating the principles of graphic design, layout and production ofadvertisements for various medias. The course also ensures an understanding of the importanceof cost control in all areas of art direction.

Course Outcome:

1.Students will create and develop advertising ideas, with particular focus ontheir visual appearance.

2. Students will be able to produce different types of advertisements.

3. Students will be able to work with various ad agencies.

4.Introducing various tools of art direction

5. Students will be able to illustrate the production and designing of shootingsets.

Unit 1Art Direction in Advertising: an introduction- roles and tools of the art director, GraphicConceptualization: visual metaphor, languages- meaning full lettering, Logo Designing

Unit 2Graphic basis: Typography, colour, visual composition, techniques and technologies, Tracing andtransfer techniques

Unit 3Strategy and creativity: Art Direction in Advertising, visual corporate identity, study of packaging,Art direction fields: deconstruction of successful advertisements, layout techniques

Unit 4Photographic techniques, photography with characters, still-life photography, illumination, the

45

photo montage, type photography, the photographic finishing touch, illustration techniques

Unit 5Illustration techniques using the grid system, traditional techniques of image reproduction andenlargement-Designing illustrations from photographs

Texts1. Kleppner's Advertising Procedure, Otto Kleppner 17th Edition

References1. Advertising Concept Book by Pete Barry2. Advertising Layout and Art Direction (Marketing) by Stephen Baker

Evaluation Pattern R.13 & R.16

43. 18FNA332 PUBLIC RELATIONS AND CORPORATE COMMUNICATION 2 1 0 3

ObjectiveTo make the students aware of the importance of Public Relations in Corporate Communications.The course should serve as an introduction and should offer scope for comprehensiveunderstanding.

Course Outcome:

1. Students will know how PR officers will handle various situation in an organisation.

2. Students will know communication activities that an organization undertakes, both withinand outside the organization.

3. Students will know that the corporate PR is to connect with various public using meanssuch as press releases, social media, products and events to facilitate the building andmanaging relationships.

4. Providing practical knowledge on PR campaign

5. Comprehending the history of PR

Unit 1Definition of PR, its scope and significance, PR as a Two-way Communications, PR as an Industry,Need for Public Relations PR as a management discipline, PR as a marketing communication tool:4 Ps, IMC and PR, Publicity, Propaganda, Advertising and Public Relations.

Unit 2Evolution of Public Relations: History of PR – World and India, The Eras of PR. PR in UK, U.S.Contributions of Ivy Levy and Edward Bernay. PR in India- During Freedom Struggle & Post-Industrial Revolution, PRSI. PR agency structure: Full Fledged/ Part/ Adhoc/ Departments inGovernments / Corporates, Role and responsibilities of the personnel.

Unit 3Publics: Internal Publics and External Publics, nature and type of publics, factors about Public thataffects a PR activity. Steps in Organising a PR activity, Significance of research in PR: PEST, SWOT

46

analysis, Communication and Social Audits, the various Communication tools for effective PR.

Unit 4Functions of PublicRelations: Employee Relations, Customer Relations, Community Relations,Government Relations, Investor Relations, Media Relations. Skill set for PR personnel: Qualities ofan effective PR person and Ethics in PR.

Unit 5Speeches, Visits, Personal Calls, Tours, Conventions, Conferences, Meetings, Educational Coursesand Training Programs, Community and Corporate Social Responsibility Projects and SpecialEvents, Welcome Letters and Offers to New Shareholders and Investors, Annual Reports, AnnualMeetings, Digital PR, press kit, Event Management, Crisis Management: Kinds of Crises, PublicRelations in Crisis Management, Ten Commandments of Crisis Management

Text1. Black, Sam. Practical Public Relations. New Delhi: Universal Book Stall, 2005.2. Cutlip, S.M., A.H Center and G.M Broom.Effective Public Relations.2nd Ed. New Jersey:Pearson Education, 2006.3. Lesly, P.Handbook of Public Relations& Communications. 3rd Ed. Mumbai: Jaico PublishingCompany, 2008.4. Sachdeva, I.S. Public Relations: Principles and Practices. New Delhi: Oxford UniversityPress. 2009.

Evaluation Pattern R.13 & R.16

44. 18FNA333 RESEARCH METHODS FORMEDIA STUDIES 2 1 0 3

ObjectiveTo introduce the students to media research. It aims to enable the students to critically analysemedia content and expose them to tools and techniques of analysis for media studies.

Course Outcome:

1. Students will understand how research is conducted in communication and mediastudies.

2. Students will be able to conduct minor research works related to media.

3. Students will understand different methods used in media research.

4. Enabling the students critically analyse media content

5. Creating an awareness of research ethics.

Unit 1

Research: Definition and Characteristics. Types of research-Social science research-

Unit 2

47

Research process - Elements of research- concept, variables etc. -

Unit 3

Research Approaches: Qualitative and Quantitative approaches- Survey Research, ContentAnalysis, Textual Analysis- Focus group

Unit 4

Research Ethics

Unit 5

Research in Media Effects

Texts1. Wimmer, Roger D & Dominick, Joseph R (1994): Mass Media Research: An Introduction(Wadsworth Publishing Company)2. Berger, Arthur (2000): Media and Communication Research Methods: An Introduction toQualitative and Quantitative Approaches (Sage Publications)

References1. Bertland, Ina & Peter Hughes (2005): Media Research Methods: Audiences, Institutions, texts

(Palgrave Macmillian)2. Renjit Kumar- Research Methodology: A Step by Step guide to Beginners3. Jensen, Klaus Bruhn (2002): A Handbook of Media and Communication Research (Routledge)4. Buddenbaum, Judith M& Novak, Katherine B (2005): Applied Communication Research (Surjeet

Publications)

Evaluation Pattern R.13 & R.16

ELECTIVE D

45. 18FNA341 COPY WRITING FOR ADVERTISING PRACTICE 1 0 4 3

Objectives

To familiarize the students with the evolving of an advertising concept and copy from the creative

brief and to guide them in writing successful advertising copies

Course Outcome:

1. Students will be able to write headlines, body copy, tagline for advertisements.

2. Students will be able to design brochures, posters, leaflets etc.

3. Students will be able to write for television ads, Radio ads and online ads.

4. Comprehending the concept of advertising ethics

5. Guide the students to write successful advertisement copies.

48

From the marketing brief to the creative strategy – strategy formulation – Brainstorming forconcept development – development of headline – body copy – tagline – visual – merging of copyand visuals. Ethics to be maintained while writing copy, learning to conceive names, logos,writing for different types and categories of advertisements – brochures, outdoors, posters, directmails, sales promotion, sales literature, POP, writing for television ads, Radio ads, online ads andmultimedia.Evaluation Pattern R.13 & R.16

46. 18FNA342 ONLINE MARKETING PRACTICE 1 0 4 3

Objectives

To familiarize the students with the online marketing aspects.

Writing for New Media-Do’s and Don’t’s-E-Newspaper-E-Zines-Blogs-Interactive Websites

New Media applications – Writing for news applications

Create a blog (WordPress, BlogSpot) – Add Contents-Changing and Customising themes

-Add plugins to the blog- Adding Videos and images to the blog-Making a video and image

gallery- -Hosting a blog (WordPress)-Running a blog as a Website.

An introduction to Search Engine Optimisation-Demonstration of Google Analytics- Making

an E-mail Newsletter and E-mail promotions- How to run Google adword Advertisements

How to do a Social Media Event Marketing- How to create Social Media Campaigns

Course Outcome:

1. Students will understand how search engine optimization works.

2. Students will be able to work with different online tools.

3. Introducing SEO and SEM

4. Students will provide a guide to social media marketing

5. Providing web analytics skill

Evaluation Pattern R.13 & R.16

47. 18FNA343 SHORT FILMMAKING PRACTICE 1 0 4 3

ObjectivesTo impart training in producing and directing short films and documentaries.

Finding inspiration for stories; Building real life situation; Searching for literary sources.

Learning the mechanics of story constructions; Building up story units.

49

Preparation of shooting scripts; Film direction.

Combining various elements of films production

Editing the film.

Course Outcome:

1. Students will be able to find inspirational stories which can be made as films.

2. Students will learn the mechanics of story construction.

3.Students will be able to produce short films.

4. Students would get training for writing scripts.

5. Equipping to collaborate various multimedia tools

Evaluation Pattern R.13 & R.16