Master of Business Administration (Media Management)

Programme Code: MMM

Duration 2 Years Full Time

Programme Structure And Curriculum & Scheme of Examination 2013

AMITY UNIVERSITY UTTAR PRADESH

GAUTAM BUDDHA NAGAR

PREAMBLE

Amity University aims to achieve academic excellence by providing multi-faceted education

to students and encourage them to reach the pinnacle of success. The University has designed a system that would provide rigorous academic programme with necessary skills to enable them to excel in their careers. This booklet contains the Programme Structure, the Detailed Curriculum and the Scheme of Examination. The Programme Structure includes the courses (Core and Elective), arranged semester wise. The importance of each course is defined in terms of credits attached to it. The credit units attached to each course has been further defined in terms of contact hours i.e. Lecture Hours (L), Tutorial Hours (T), Practical Hours (P). Towards earning credits in terms of contact hours, 1 Lecture and 1 Tutorial per week are rated as 1 credit each and 2 Practical hours per week are rated as 1 credit. Thus, for example, an L-T-P structure of 3-0-0 will have 3 credits, 3-1-0 will have 4 credits, and 3-1-2 will have 5 credits. The Curriculum and Scheme of Examination of each course includes the course objectives, course contents, scheme of examination and the list of text and references. The scheme of examination defines the various components of evaluation and the weightage attached to each component. The different codes used for the components of evaluation and the weightage attached to them are: Components Case Discussion/ Presentation/ Analysis Home Assignment Project Seminar Viva Quiz Class Test Attendance End Semester Examination Codes C H P S V Q CT A EE Weightage (%) 05 - 10 05 - 10 05 - 10 05 - 10 05 - 10 05 - 10 10 - 15 05 70

It is hoped that it will help the students study in a planned and a structured manner and promote effective learning. Wishing you an intellectually stimulating stay at Amity University. July, 2013

MBA Media Management - 2013

FIRST SEMESTER
Course Course Title Lecture (L) Hours Per Week 2 3 2 3 3 3 3 1 1 1 2 Tutorial (T) Hours Per Week 1 1 Practical (P) Hours Per Week 4 Total Credits Page No.

MMM101 MMM102 MMM103 MMM104 MMM105 MMM106 MMM107 MMM160 MMM142 MMM143 MMM144 MMM145 MMM146 MMM147 MMM148 MMM149 MMM138 MMM139

Understanding Mass Communication Marketing Management Introduction to Media Culture & Society Information Technology for Managers Economic for Managers Organizational Behavior Quantitative Techniques in Management Introduction to Media Business I Business Communication I Behavioural Science I Language / Foreign Language I French German Spanish Japanese Chinese Russian Arabic Sanskrit TOTAL

3 3 3 3 3 3 3 3 1 1 2

28

UNDERSTANDING MASS COMMUNICATION

Course Code: Course Objective:
Communication is integral to human expression and growth and has taken many forms over centuries. With technological development, mass communication has become an important aspect of human communication. Mass Media industries have developed in unprecedented ways which are explained and understood through models and theories that outline their features, functions, and influence on the society and vice versa. Students will learn to appreciate this complex discipline with the help of various teaching aids such as case studies, practical exercises, screenings, and reading group.

MMM 101

Credit Units: 03

Course Contents:
Module I: Introduction to Human Communication Definition and Principles of human communication Main historical milestones in communication Forms and elements of human communication that impact effective communication Application of forms of communication in artistic expression: oral, textual (scripture), visual (painting), performative (dance), and aural (music), and blending of these forms in theatre and puppetry Module II: Introduction to Mass Communication Definition and forms of Mass Communication Brief historical & cultural context of Mass Communication Characteristics of Users of Media - Factors affecting the response of an individual audience Current and Future Trends in Mass Communication Scope and nature of Mass Media: Role of technology and finance Learning to appreciate Various Media Text such as Photograph, Film/TV, Radio, and Printed Material by critiquing the artistic styles and aesthetic forms; production process; effects and consumption by the audience Growth, features, limitations, impact of various streams of mass communication: oral (radio), printed (books, magazines, newspaper), visual (photograph), Electronic and Digital (TV, Cinema, Internet) Module III: Different Schools of Mass Communication Theories History of Mass Communication Theories as classified by Stanley J Baran -Mass society theory (1850-1940), scientific perspective (1940-1950), Limited Effects (1950-60s), Cultural & Critical Theories (1960s-onwards) Introduction to Main Western Models of Communication: Lasswell, Shannon and Weaver, and Osgood and Schramm Circular Third World Perspectives: Indian concept of Sadharanikaran, Development Communication and Democratization theories

Examination Scheme:
Components Weightage (%) P 5 A 5 C 10 CT 10 EE 70

(Note: CT has been marked less and compensated with higher weightage for S as students will need to demonstrate their understanding through practical exercises and discussions)

Text & References:

Baran J Stanley & Davis K Dennis (2006) (4th edn) Mass Communication Theory: Foundations, Ferment, and Future, Thomason Asia Pte Ltd: Singapore. Denis Mc Quail (2005) (5th edn) Mc Quails Mass Communication Theory, Vistaar Publications: New Delhi. DeFleur L Melvin & Dennis E Everette (7 th edn) (2002) Understanding Mass Communication: A Liberal Arts Perceptive Houghton Mifflin Company: New York. Uma Narula (2006) Communication Models Atlantic Publishers and Distributors: New Delhi Rosengren Erik Karl (2000) Communication: An Introduction, Sage Publications: London. Kumar Keval J (2007) (3rd edn), Mass Communication in India, Jaico Publications: Delhi. Stone Gerald, Singletray, Michael & Richmond P. Virgina (2003) Clarifying Communication Theories: a Hands-On Approach, Surjeet Publications: Delhi. Dr. Andal N. (2005) Communication Theories and Models, Himalaya Publishing House: Bangalore.

MARKETING MANAGEMENT
Course Code: Course Objective:
The objective of this course is to provide the students exposure to modern marketing concepts, tools, and techniques, and help them develop abilities and skills required for the performance of marketing functions.

MMM 102

Credit Units: 03

Pre Requisite:
Marketing is not done only by the marketing department. To create strong marketing organizations, marketers must think like executives on other departments and other departments must think like marketers. This course will provide a linkage between customers, marketers and people surrounding us.

Course Contents:
Module I: Understanding Marketing in New Perspective Fundamentals of Marketing, Customer Value and Satisfaction, Customer Delight, Conceptualizing Tasks and Philosophies of Marketing Management, Value Chain, Scanning the Marketing Environment, Marketing Mix Elements, Difference between marketing and Selling, Relationship marketing, Social marketing, Strategic Planning in marketing, formulating the marketing plan. Module II: Analyzing Consumers & Selecting Markets The factors influencing consumer behavior. The stages in the buying process, the buying decision making process, factors effecting the buying decision., Market Segmentations, Levels of Market Segmentations, Patterns, Procedures, Requirement for Effective Segmentation, Evaluating the Market Segments, Selecting the Market Segments, Tool for Competitive Differentiation, Developing a Positioning Strategy. Module III: Managing Product & Pricing Strategies Classification of products, New Product development, stages of product development, Adoption process, Product mix decisions and line management, Length, width and depth of a line, line analysis, and brand management, product life cycle, stages in lifecycle and factors affecting each stage, Managing product life cycles. Setting the price, adapting the price, initiating and responding the price changes, Module IV: Designing: Managing the Integrated Communication Channel functions and flows. Channel design decisions. Channel management decisions. Channel dynamics; vertical horizontal and multi channel marketing systems. Market Logistics decisions. Effective Communication, Integrated Marketing Communication, Marketing Communication Process, Promotion mix, Advertising, Personal Selling, Sales Promotion and Publicity and Public Relations, Direct Marketing Module V: Emerging Trends in Marketing An Introduction to Internet Marketing, Multi Level Marketing, E-Marketing, Green Marketing, Event Marketing, Types of Events, Sponsorship, Cause Related Marketing, Marketing for Non Profit Organizations Marketing Strategies for Leaders, Challenges, Followers and Nichers

Learning Outcomes:
Understanding what are customer value, satisfaction, and loyalty, and how can companies deliver them Finding out the necessary tasks for successful marketing management Knowing about the guidelines for effective brand-building events and experiences Knowing what a is brand and how branding works Understanding how the company should manage and organize its international activities Finding out what is a marketing channel system and a value network

Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Kotler, Keller, Koshy, Jha, (2013) Marketing Management: A South Asian Perspective, 14/e 9 Pearson education. Kotler, Keller, Koshy, Jha, (2008), Marketing Management A South Asian Perspective, Pearson India Pvt. Kurtz, (2008) Principles of Marketing, Cengage Learning, India, S. Neelamegham, (2009), Marketing In India, Vikas publishing house, Biplo Bose, (2008), Marketing Management, Himalaya Publishing House. Paul Baines, Chris Fill, Kelly Page, (2009), Marketing, Oxford University Press Winner (2009), Marketing Management, Pearson India Pvt. William L. Pride and O.C. Ferrell, (1993) Marketing Concepts and Strategies, Boston, Houghton Mifflin. Czinkota and Kotabe , ( 2007) Marketing Management, Cengage Learning, India Evans, (2008), Marketing Management, Cengage Learning, India Rajan Saxena, (2010) , Marketing Management, Tata McGraw Hill

INTRODUCTION TO MEDIA, CULTURE, AND SOCIETY

Course Code: Course Objective:
The course will cover contemporary theories of media so that they understand the role its play in our culture and society both in terms of representation in media and its influence on politics, history, economics, and society. Students will be made aware of contemporary issues encouraging them to become critical consumers of the media and engaged citizens. Classes will be conducted in a manner that examples will be drawn from real life situations and from various media platforms.

MMM 103

Credit Units: 03

Course Contents:
Module I: Theories of Media, Culture & Society Defining culture and media culture in Indian and Western context Perspectives in contemporary Western media theories: Media as Cultural Negotiator (Marshall McLuhan and social marketing theory) Media industries as commercial enterprise (knowledge gap and cultivation analysis) Media as disruptive force vis--vis institutions (spiral of silence, media system dependency theory, and agendasetting) Media and active audiences Postmodern critique Neo-colonisation, media, and commodification of culture Module II: History Main periods in Indian history Colonial Rule Struggle for Independence Modern Independent India Division of States and the ongoing debates on autonomies of state Post-Liberalization India Module III: Politics Systems of Governance: Parliamentary, Presidential, and Monarchy Single party, two party and Coalition Governments Federal and Centralized System Rise of regional movements violent and non-violent Right, liberal, and left wing politics 3 wings of the Government: Judiciary, Legislation, and Executive Bi-polar and uni-polar world after fall of communism Current International debates in the media Role of UN umbrella over past 10 years Module IV: Economics Indian economy feudalism, socialism, and capitalism Industrial and agricultural economies Developing, Developed, and Under-Developed economies Role of Private and Public Enterprise in the economy Regional economic groupings and their functioning The European Union and its expansion Financial Markets: stock exchange, futures, & commodities Indian Economy: Growth Patterns Module V: Society What is Globalization and its cultural impact Family, marriage, and gender relationships Cultural shifts in Indian society Urbanization & migration Reservation & Positive Affirmation New Age Spiritualism/ Health Popular Culture: Entertainment, Sports, and Music Module VI: Science and Scientific Temper Global warming and environment

Debates in bio-technology Nobel Prizes in Science Debates on uses of Nuclear Energy Debates on War and Warfare

Examination Scheme:
Components Weightage (%) P 5 A 5 C 10 CT 10 EE 70

Text & References:

Baran J Stanley & Davis K Dennis(2006) (4th edn) Mass Communication Theory: Foundations, Ferment, and Future, Thomason Asia Pte Ltd: Singapore Rosengren Erik Karl (2000) Communication: An Introduction, Sage Publications: London. Kumar Keval J (2007) (3rd edn), Mass Communication in India, Jaico Publications: Delhi. Stone Gerald, Singletray, Michael & Richmond P. Virgina (2003) Clarifying Communication Theories: a Hands-On Approach, Surjeet Publications: Delhi Dr. Andal N. (2005) Communication Theories and Models, Himalaya Publishing House: Bangalore Vir Bala Aggarwal & V S Gupta (2002) Handbook of Journalism & Mass Communication, Concept Publication Company: New Delhi. Campbell, Media & Culture, St Martins Press Stevenson, Understanding Media Cultures, Sage Publications Butcher, Melissa, Transnational Television, cultural identity and change, Sage Publications Newspapers Magazines Online literature Journals

INFORMATION TECHNOLOGY FOR MANAGERS

Course Code: Course Objective:
This course will expose students to developments in computer technology and understand the working of a computer system. It will introduce end-user computing and build skills in using IT and understanding various technologies like internet, telecom, DBMS concepts, e-commerce etc. The course will expose the students to the latest trends in computer.

MMM 104

Credit Units: 03

Course Contents:
Module I: Data Resource Management Introduction to DBMS, Benefits of DBMS over traditional file system, Types of DBMS, Application of DBMS using MS-ACCESS / ORACLE as a tool for understanding of DBMS concepts. SQL Query handling , Forms, Concept of Data Warehouses and Data Marts, Introduction to Data Centers. Storage Technologies and Architecture (DAT, NAS, SAN etc. ). Live examples of storage strategies of companies like Google, Amazon Wal-Mart dealing with storage crisis Module II: Telecommunications and Computer Networks Networked Enterprise :- Components, Types of networks, Advantages of Network Environment, Business Uses of Internet, Intranet and Extranet, Web 2.0/3.0 , Distributed/Cloud/Grid Computing, GPRS, 3G & 4G technologies, VOIP and IPTV. Module III: Electronic Commerce Systems Introduction to e-Commerce and M-Commerce, Advantages and Disadvantages of each. Concept of B2B, B2C, C2C , with examples. Concept of Internet Banking and Online Shopping, Electronic Payment Systems, development of e-commerce store Module IV: e-governance Concept of e-governance, World Perspective, Indian Perspective, Technologies for e-governance, e-governance as an effective tool to manage the countrys citizens and resources, Advantages and Disadvantage of Egovernance, E-governance perspective in India. Discussion on e-chaupal, Bhoomi etc. . Module V: Security Management The Information Security, System Vulnerability and Abuse, , Security Threats (Malicious Software, Hacking etc.) and counter measure . Definition of Cyber Crime and Types. Antivirus, Firewalls, Anti-Spyware, Security Audit, Discussion on Overview of IT-ACT 2000.

Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Norton P (2010), Introduction to Computers, Tata McGraw-Hill Potter T (2010), Introduction to Computers, John Wiley & Sons (Asia) Pvt Ltd Morley D & Parker CS (2009), Understanding Computers Today and Tomorrow, Thompson Press Jawadekar, WS (2009); Management Information System; Tata Mc Graw Hill Mclead R & Schell G (2009), Management Information Systems; Pearson Prentice Hall OBrein, JA (2009); Introduction to Information Systems; Tata Mc Graw Hill

ECONOMIC FOR MANAGERS

Course Code: Course Objective:
To familiarize the students with theoretical concepts of modern Economic Analysis so that they can use these as inputs in managerial decision making process. Emphasis would be laid on the understanding of key economic variables both at micro and macro level which influence the business operations and strategies of the firm and the business environment under which they operate.

MMM 105

Credit Units: 03

Course Contents:
Module I: Theory of demand and supply Nature and scope of economic analysis: its relevance for a managerial decision making, Demand analysis: nature of demand for a product- individual demand and market demand, demand by market segmentation. Demand function and determinants of demand. Supply function: determinants of supply of a product, law of supply. Elasticity of supply Concept of elasticity of demand- income, cross, price and advertizing elasticity. Theorems on the price elasticity of demand. Applications of the concept of price elasticity of demand in business decisions. Demand forecasting-- need for forecasting and techniques of forecasting. Module II: Theory of production and cost Production analysis: production function-- neo-classical, Cobb- Douglas, Leontief. Least cost combination of inputs for a firm. Concept of an isoquant-- smooth curvature and right angle. Returns to scale and returns to a factor. Expansion path of a firm. Cost Analysis: Costs relevant for management decision making. Economies of scale: Internal and External ,Cost Function: Cost and output relationship. Short Run and Long run. An Analysis of the Objectives of a Business Firm: Profit Maximization Model, Baumouls Sales Maximization Model, Marriss Model Of Managerial Enterprise' Williamsons Model Of 'Managerial Discretion Module III: Market structure: price and output decisions Pricing And Output Decisions Perfectly Competitive And Monopoly Markets Pricing And Output Decisions Under Monopolistically Competitive Market-- Product Differentiation; Price Discriminating Monopolist; Models Of Oligopolistic Market :Price Rigidity-- The Kinky Demand Curve Model Interdependence-- The Cournot Model, Price Leadership Models, Cartels And Collusion, Module IV: Macro Economic Analysis and Business Environment Economic Policy and Analysis: Macro Economic Variables and Functional Relationships. Business Environment: An Exogenous Variable. Factors Influencing the Business Environment. National Income Analysis:. National Income Aggregates. Approaches to National Income Measurement. Models of Circular Flow of Money- Incorporating Savings, Investment, Foreign Trade and Government Sector. Models of Income Determination with emphasis on Keynesian Model. Concept of Investment Multiplier. Factors Influencing Consumption Function- Objective, Subjective And Structural. Demand and Supply of Money: Transaction, Precautionary and Speculative Demand for Money; Liquidity Preference Function; Components of Money Supply. Business Cycles: An Analysis of the Fluctuations in the Level of Economic Activity. Phases of Business Cycles. Inflation and Deflation: Demand - Pull and Cost -Push Inflation. Impact Of Inflation On Employment, Price Level And Other Macro Economic Variables An Analysis Of Policies To Control Inflation. Deflation. Monetary Policy: Objectives of Monetary Policy. Functions of Central Bank. Credit Policy and Its Implications on the Corporate Sector. Fiscal Policy: meaning ,objectives and impact on economy. Money Market ,Capital Market and Foreign Exchange Market

Learning Outcomes:
After completing of the course, students will be having a good understanding of The objectives of doing business. How demand and supply equilibrium is important for business. Forecasting demand keeping so as to get a picture of tentative demand in future. Various cost and production functions and also the market structures. Constituents and influence of various environmental factors on strategic choices. An overview of macro economics will be a precursor for making business decisions

Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Text: Gupta, G.S. 2006, Managerial Economics, 2nd Edition,Tata McGraw Hill Peterson, H.C and Lewis, W.C. 2005, Managerial Economics, 4th Edition, Prentice Hall of India References: R Ferguson, R., Ferguson, G.J and Rothschild,R. 1993 Business Economics Macmillan. Varshney, R. Land Maheshwari, 1994 Managerial; Economics, S Chand and Co. Koutsoyiannis, A. Modern Economics, Third Edition. Chandra, P.2006, Project: Preparation Appraisal Selection Implementation and Review, 6 th Edition, Tata McGraw Hill.

ORGANIZATIONAL BEHAVIOR
Course Code: Course Objective:
To help the students gain knowledge about the functions and responsibilities of the manager and to provide students an understanding of Human Behaviour in organizations at individual, group and organizational level so as to enhance their managerial effectiveness.

MMM 106

Credit Units: 03

Course Contents:
Module I: Introduction to Self and Management The Transactional Analysis, Managing and Managers, Organization, Organizations as open systems, Challenges of Management, Schools of Management-Historical foundations of Organizational Behaviour, Definition, need and importance of organizational behaviour Nature and scope Frame work Organizational behaviour models. Module II: Individual Personality, Values, Job Attitudes, Perception, Learning, Conflict Management, Motivation and Job Performance Module III: Individual in the Group Defining and Classifying Groups, Group Structure and Processes, Team building, Leadership, Power and Politics Module IV: Individual in the Organization Organizational Design and Structure, Organizational Culture and Managing Change.

Learning Outcomes:
By the end of this course students should be able: Understand why employees behave differently. Help the students to understand why employees behave different as individuals. Will help the students to understand why employees behave different in different groups. Will help the students to understand why employees behave different in different Organizations.

Examination Scheme:
Components Weightage (%) CPA 5 TP 5 Q/S 5 A 5 ME 10 EE 70

Text & References:

Luthans, F. (2005), Organizational Behaviour, McGraw Hill International Edition. Robbins, S.P. (2005), Organizational Behaviour, Eleventh Edition, Prentice Hall of India. Greenberg, J. & Baron, R.A. (2005), Behaviour in Organizations, Pearson Education. Newstrom John W. and Davis Keith, (1993), Organizational Behaviour: Human Behaviour at Work, Tata McGraw Hill, New Delhi Agarwal R. D., (1995), Organisation and Management, Tata McGraw Hill, New Delhi Schermerhorn, J.R. Jr.; Hunt, J.G. & Osborn, R.N. (2008), Managing Organizational Behaviour, 9 th Edition, John Wiley & Sons.

QUANTITATIVE TECHNIQUES IN MANAGEMENT

Course Code: Course Objective:
The objective of this course is to give students, a conceptual introduction to the field of Statistics and its many application and to develop the understanding of various statistical tools used for decisions making and how each applies to and can be used in the business environment using contemporary software viz. MS- Excel and/or Minitab. The focus on interpretation rather than computation develops competencies that will aid students in their future careers as managers. Prerequisites to the Course: Fundamental understanding and knowledge of Pre-Calculus algebra, and proficiency with a computer spreadsheet program.

MMM 107

Credit Units: 03

Course Contents:
Module I: Introduction Importance of statistics for managers, scales of measurement; basic statistical concepts: population and sample, descriptive and inferential statistics, parameter and statistic. Tabular and Graphical Descriptive Techniques using MS Excel and/or Minitab: Bar chart, Pie Chart, Histogram, Frequency Polygon, Ogive, Pareto Chart, Stem-and-leaf display, Cross tabulations, Scatter plot and Trend line. Descriptive Statistics - Numerical Measures: Measures of Location: Arithmetic Mean, Median and Mode, Partition Values- Quartiles, and percentiles. Measures of Variability: Range, IQR, Variance, Standard Deviation, Coefficient of variation. EDA: Five-number summary, Box-and-Whisker Plots, outliers. Measures of Linear Relationship: covariance, coefficient of correlation. Using MS Excel and/or Minitab for Numerical Measures. Module II: Probability and Probability Distributions Assigning probability to events; Joint, Marginal and Conditional Probability, Probability Rules; complement Rule, Multiplication Rule, Addition Rule, Probability Trees, Bayes Theorem. Probability Distributions: Mean or Expected value of random variable, Variance and Standard Deviation of random variables; Binomial Probability Distribution, Poisson Probability Distribution and Normal Probability Distribution. Using MS Excel and/or Minitab for computation of Binomial, Poisson and Normal probabilities. Module III: Sampling, Sampling Distribution and Estimation Sampling: Basic Concepts, Types of Sampling and Non-Sampling Errors and Precautions, Central Limit Theorem, Sampling Distribution of the mean, Sampling distribution of proportion. Estimation: Types Estimates, Using z Statistic for estimating population mean, Confidence interval for estimating population mean when population SD is unknown, Estimating population mean using t Statistic (small sample case), and Confidence interval estimation for population proportion. Using MS Excel and/or Minitab for confidence interval construction. Module IV: Hypothesis Testing Fundamental Concepts of Hypothesis Testing: Developing null and alternate hypothesis, Hypothesis testing procedure, the critical value of the test statistic, regions and rejection and non-rejection, Type I error and Type II error, Level of significance, The confidence coefficient, The power of a test, The p-value approach to hypothesis testing. Inference about a Population: For single population mean using z-statistic, for single population mean using t-statistic, hypothesis testing for population proportion. Inference about Comparing Two Populations: Inference about the difference between two population means - Independent samples and Matched Samples, Inference about the difference between two population proportions, Inference about the ratio of two population variances. Analysis of Variance and Experimental Designs (Analysis and Interpretation of MS Excel and/or Minitab Output only): Testing for equality of k population means, multiple comparison procedure, introduction to experimental designs, CRD, RBD, Two-Factor Factorial Experiments. Chi-Squared Tests: Chi-squared goodness of fit test, Chi-squared test of independence: Two-way contingency analysis. Using MS Excel and/or Minitab for Chi-squared test. Module V: Forecasting Techniques Simple Linear Regression: Model, Estimating the coefficient using least squares method. Assessing the Model (Analysis and Interpretation of Excel and/or Minitab Output only); Standard Error of Estimate, Testing the Slop, Coefficient of determination, Other parts of computer printout. Multiple Regressions (Analysis and Interpretation of Excel and Minitab Output only): Model and Required conditions, estimating the coefficients and assessing the model, Time Series Analysis: Variation in Time Series, Numerical application of trend analysis only.

Learning Outcomes:
On completion of the course the student will be able to:

Use computer spreadsheet software to perform statistical analysis on data and to obtain both the numerical and graphical outputs Present and describe information using numerical and graphical procedures. Understand and apply descriptive statistical measures to business situations. Understand and apply probability distributions to model different types of business processes. Understand and apply statistical inference techniques (including statistical estimation and hypothesis testing) in business situations. Understand and apply forecasting techniques for business decision making and to uncover relationships between variables to produce forecasts of the future values of strategic variables

Examination Scheme:
Components Weightage (%) CPA 5 Q/S 10 A 5 ME 10 EE 70

Text & References:

Keller, Gerald (2007), Statistics for Management and Economics, Cengage Learning Levin Richard I. & Rubin David S.(1998), Statistics for Management, Pearson Education India Anderson D.R; Sweeny D.J, Williams T.A (2002), Statistics for Business and Economics, Cengage learning. Kazinier L. J, & Pohl N.F. (2004), Basic Statistics for Business and Economics, New York: McGraw Hill. Stephen .K.C. (2002), Applied Business Statistics: Text, Problems and Cases. New York: Harper and Row. Sharma, J.K. (2007), Business Statistics, Pearson Education India. Ken Black (2011), Business Statistics, Wiley Publication

INTRODUCTION TO MEDIA BUSINESS - I

Course Code: MMM 160 Credit Units: 03

Course Objective:
This course will introduce the students to five Media Industries in Semester One and six Media Industries in Semester Two through a combination of classroom and out-of-classroom teaching. Interactions with the core faculty will take the form of practical exercises, case studies and theoretical lectures and also with industry professionals in their working environments by way of field visits and case studies. Students will receive basic practical knowledge of each media stream and later in the final year they will choose their specialized media streams. They will not give external exams but will be continuously evaluated based on their classroom participation, practical exercises, case studies, and industry reports. Each media industry will be taught by individual faculty specializing in a particular media stream.

Course Contents:
Module I: Introduction Media Business Understanding Media Industry as a unique (case) business in comparison to others Technology and media industry and its consumption Module II: Print and Publishing Industry Overview of the Industries Differences between Print and Publishing Industry Organizational Structures - Departments: main roles, responsibilities, and processes involved Examples from different companies within the same industry Role and relationship of a manager in different verticals Case Study from the Global and Indian perspective Main trends in Marketing Target audience, Distribution channel and challenges Supply Chain Trends in Ownership: tie-ups, syndication, media consolidations, mergers and acquisitions, valuing acquisition targets, and cross holdings Competition, co-operation, alliances and networks Impact of media globalization on Indian market Emerging Trends - from non-media into media industry, from other media to the particular media industries, from media industry to non-media industries Module III: Broadcast Industry (Radio and TV) Overview of the Industries Differences between Radio and TV Industry Organizational Structures - Departments: main roles, responsibilities, and processes involved Examples from different companies within the same industry Role and relationship of a manager in different verticals Case Study from the Global and Indian perspective Main trends in Marketing Target audience, Distribution channel and challenges Supply Chain Trends in Ownership: tie-ups, syndication, media consolidations, mergers and acquisitions, valuing acquisition targets, and cross holdings Competition, co-operation, alliances and networks Impact of media globalization on Indian market Emerging Trends - from non-media into media industry, from other media to the particular media industries, from media industry to non-media industries Module IV: Advertising Industry Overview of the Industries Differences with other ancillary Industry Organizational Structures - Departments: main roles, responsibilities, and processes involved Examples from different companies within the same industry Role and relationship of a manager in different verticals Case Study from the Global and Indian perspective Main trends in Marketing Target audience, Distribution channel and challenges Supply Chain Trends in Ownership: tie-ups, syndication, media consolidations, mergers and acquisitions, valuing acquisition targets, and cross holdings Competition, co-operation, alliances and networks Impact of media globalization on Indian market

Emerging Trends - from non-media into media industry, from other media to the particular media industries, from media industry to non-media industries

Examination Scheme:
(a) (b) (c) (d) (e) (f) Print Industry Publishing Industry Radio Industry Television Industry Advertising Industry Attendance - 20 Marks - 20 Marks - 20 Marks - 20 Marks - 15 Marks - 05 Marks

Text & References:

David Croteau & William Hoynes (2001) The business of media: corporate media and the public interest: Pine Forge Press Jeff Ulin (2009) The Business of Media Distribution: Monetizing Film, TV and Video Content in an Online World (Paperback) Focal Press Mark Balnaves, Tom O'Regan, Ben Goldsmith (7 Feb 2011) Rating the Audience: The Business of Media, Bloomsbury Academic Alan B. Albarran (15 July 2005) Handbook of Media Management and Economics (Paperback) Alan B. Albarran (Editor) Visit Amazon's Alan B. Albarran Page Find all the books, read about the author, and more. See search results for this author Are you an Author? Learn about Author Central (Editor), Sylvia M. Chan-Olmsted (Editor), Michael O. Wirth (Editor) Routledge; 1 edition

BUSINESS COMMUNICATION - I
Course Code: Course Objective:
One cannotnot communicate. This course is designed to facilitate our young Amitians to communicate effectively by emphasizing on practical communication through refurbishing their existing language skills and also to bring one and all to a common take-of level.

MMM 142

Credit Units: 01

Course Contents:
Module I: Fundamentals of communication Relevance of communication Effective communication Models of communication Effective use of language Module II: Tools of communication Proficiency in English The international Language of business Building vocabulary (Denotative & connotative) Extensive vocabulary drills (Synonyms / Antonyms / Homonyms) One Word substitution Idioms & phrases Mechanics and Semantics of sentences Writing sentences that really communicate (Brevity, Clarity, and Simplicity) Improving the tone and style of sentences Module III: Barriers to Effective use of language Avoiding clichs Removing redundancies Getting rid of ambiguity Euphemism Jargons Code switching

Examination Scheme:
Components Weightage (%) CT 10 A 05 Group Presentation 15 Group Discussion 10 End Term Written Exam 60

Text & References:

Working in English, Jones, Cambridge Business Communication, Raman Prakash, Oxford Echoes: Jha Madhulika: Orient Longman Practical English Usage, Swan M, Cambridge

BEHAVIOURAL SCIENCE - I (SELF-DEVELOPMENT AND INTERPERSONAL SKILLS)

Course Code: Course Objective:
This course aims at imparting an understanding of: Self and the process of self exploration Learning strategies for development of a healthy self esteem Importance of attitudes and their effect on work behaviour Effective management of emotions and building interpersonal competence.

MMM 143

Credit Units: 01

Course Contents:
Module I: Understanding Self Formation of self concept Dimension of Self Components of self Self Competency Module II: Self-Esteem: Sense of Worth Meaning and Nature of Self Esteem Characteristics of High and Low Self Esteem Importance & need of Self Esteem Self esteem at work Steps to enhance Self Esteem Module III: Emotional Intelligence: Brain Power Introduction to EI Difference between IQ, EQ and SQ Relevance of EI at workplace Self assessment, analysis and action plan Module IV: Managing Emotions and Building Interpersonal Competence Need and importance of Emotions Healthy and Unhealthy expression of emotions Anger: Conceptualization and Cycle Developing emotional and interpersonal competence Self assessment, analysis and action plan Module V: Leading Through Positive Attitude Understanding Attitudes Formation of Attitudes Types of Attitudes Effects of Attitude on Behaviour Perception Motivation Stress Adjustment Time Management Effective Performance Building Positive Attitude Module VI: End-of-Semester Appraisal Viva based on personal journal Assessment of Behavioural change as a result of training Exit Level Rating by Self and Observer

Examination Scheme:
Components SAP IWT (CT) JFS A End Term Written Exam

Weightage (%) 10 10 15 05 60 SAP: Social Awareness Progammes; IWT: Internal Written Test; JFS: Journal Success; A: Attendance

Text & References:

Towers, Marc: Self Esteem, 1st Edition 1997, American Media Pedler Mike, Burgoyne John, Boydell Tom, A Managers Guide to Self-Development: Second edition, McGraw-Hill Book Company. Covey, R. Stephen: Seven habits of Highly Effective People, 1992 Edition, Simon & Schuster Ltd. Khera Shiv: You Can Win, 1st Edition, 1999, Macmillan Gegax Tom, Winning in the Game of Life: 1st Edition, Harmony Books Chatterjee Debashish, Leading Consciously: 1998 1st Edition, Viva Books Pvt Ltd. Dr. Dinkmeyer Don, Dr. Losoncy Lewis, The Skills of Encouragement: St. Lucie Press. Singh, Dalip, 2002, Emotional Intelligence at work; First Edition, Sage Publications. Goleman, Daniel: Emotional Intelligence, 1995 Edition, Bantam Books Goleman, Daniel: Working with E.I., 1998 Edition, Bantam Books.

FRENCH - I
Course Code: Course Objective:
To familiarize the students with the French language with the phonetic system with the accents with the manners with the cultural aspects To enable the students to establish first contacts to identify things and talk about things

MMM 144

Credit Units: 02

Course Contents:
Unit 1, 2: pp. 01 to 37 Contenu lexical: Unit 1: Premiers contacts 1. Nommer des objets, sadresser poliment quelquun 2. se prsenter, prsenter quelquun 3. entrer en contact : dire tu ou vous, peler 4. dire o on travaille, ce quon fait 5. communiquer ses coordonnes Unit 2: Objets 1. identifier des objets, expliquer leur usage 2. Dire ce quon possde, faire un achat, discuter le prix. 3. Monter et situer des objets 4. Dcrire des objets 5. comparer des objets, expliquer ses prfrences Contenu grammatical: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. articles indfinis, masculin et fminin des noms, pluriel des noms Je, il, elle sujets, verbes parler, habiter, sappeler, tre, avoir, masculin et fminin des adjectifs de nationalit tu, vous sujets, verbes parler, aller, tre, cest moi/cest toi verbes faire, connatre, vendre, cest/il est + profession, qui est-ce ? questce que ... ? article dfini, complment du nom avec de, quel interrogatif adjectifs possessifs (1), pour + infinitif verbe avoir, ne...pas/pas de, question avec est-ce que ?, question ngative, rponse Si Prpositions de lieu, il y a/quest-ce quil y a accord et place des adjectifs qualificatifs, il manque... comparatifs et superlatifs, pronoms toniques, pronom on

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

le livre suivre : Franais.Com (Dbutant)

GERMAN - I
Course Code: Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany

MMM 145

Credit Units: 02

Course Contents:
Module I: Introduction Self introduction: heissen, kommen, wohnwn, lernen, arbeiten, trinken, etc. All personal pronouns in relation to the verbs taught so far. Greetings: Guten Morgen!, Guten Tag!, Guten Abend!, Gute Nacht!, Danke sehr!, Danke!, Vielen Dank!, (es tut mir Leid!), Hallo, wie gehts?: Danke gut!, sehr gut!, prima!, ausgezeichnet!, Es geht!, nicht so gut!, so la la!, miserabel! Module II: Interviewspiel To assimilate the vocabulary learnt so far and to apply the words and phrases in short dialogues in an interview game for self introduction. Module III: Phonetics Sound system of the language with special stress on Dipthongs Module IV: Countries, nationalities and their languages To make the students acquainted with the most widely used country names, their nationalitie and the language spoken in that country. Module V: Articles The definite and indefinite articles in masculine, feminine and neuter gender. All Vegetables, Fruits, Animals, Furniture, Eatables, modes of Transport Module VI: Professions To acquaint the students with professions in both the genders with the help of the verb sein. Module VII: Pronouns Simple possessive pronouns, the use of my, your, etc. The family members, family Tree with the help of the verb to have Module VIII: Colours All the color and color related vocabulary colored, colorful, colorless, pale, light, dark, etc. Module IX: Numbers and calculations verb kosten The counting, plural structures and simple calculation like addition, subtraction, multiplication and division to test the knowledge of numbers. Wie viel kostet das? Module X: Revision list of Question pronouns W Questions like who, what, where, when, which, how, how many, how much, etc.

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch

Schulz Griesbach, Deutsche Sprachlehre fr Auslnder P.L Aneja, Deutsch Interessant - 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2 Braun, Nieder, Schme, Deutsch als Fremdsprache 1A, Grundkurs

SPANISH I
Course Code: Course Objective:
To enable students acquire the relevance of the Spanish language in todays global context, how to greet each other. How to present / introduce each other using basic verbs and vocabulary.

MMM 146

Credit Units: 02

Course Contents:
Module I A brief history of Spain, Latin America, the language, the cultureand the relevance of Spanish language in todays global context. Introduction to alphabets Module II Introduction to Saludos (How to greet each other. How to present/ introduce each other). Goodbyes (despedidas) The verb llamarse and practice of it. Module III Concept of Gender and Number Months of the years, days of the week, seasons. Introduction to numbers 1-100, Colors, Revision of numbers and introduction to ordinal numbers. Module IV Introduction to SER and ESTAR (both of which mean To Be).Revision of Saludos and Llamarse. Some adjectives, nationalities, professions, physical/geographical location, the fact that spanish adjectives have to agree with gender and number of their nouns. Exercises highlighting usage of Ser and Estar. Module V Time, demonstrative pronoun (Este/esta, Aquel/aquella etc) Module VI Introduction to some key AR /ER/IR ending regular verbs.

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Espaol, En Directo I A Espaol Sin Fronteras

JAPANESE - I
Course Code: Course Objective:
To enable the students to learn the basic rules of grammar and Japanese language to be used in daily life that will later help them to strengthen their language.

MMM 147

Credit Units: 02

Course Contents:
Module I: Salutations Self introduction, Asking and answering to small general questions Module II: Cardinal Numbers Numerals, Expression of time and period, Days, months Module III: Tenses Present Tense, Future tense Module IV: Prepositions Particles, possession, Forming questions Module V: Demonstratives Interrogatives, pronoun and adjectives Module VI: Description Common phrases, Adjectives to describe a person Module VII: Schedule Time Table, everyday routine etc. Module VIII: Outings Going to see a movie, party, friends house etc.

Learning Outcome
Students can speak the basic language describing above mentioned topics

Methods of Private study /Self help

Handouts, audio-aids, and self-do assignments and role-plays will support classroom teaching

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Text: Teach yourself Japanese References: Shin Nihongo no kiso 1

CHINESE I
Course Code: Course Objective:
There are many dialects spoken in China, but the language which will help you through wherever you go is Mandarin, or Putonghua, as it is called in Chinese. The most widely spoken forms of Chinese are Mandarin, Cantonese, Gan, Hakka, Min, Wu and Xiang. The course aims at familiarizing the student with the basic aspects of speaking ability of Mandarin, the language of Mainland China. The course aims at training students in practical skills and nurturing them to interact with a Chinese person.

MMM 148

Credit Units: 02

Course Contents:
Module I Show pictures, dialogue and retell. Getting to know each other. Practicing chart with Initials and Finals. (CHART The Chinese Phonetic Alphabet Called Hanyu Pinyin in Mandarin Chinese.) Practicing of Tones as it is a tonal language. Changes in 3rd tone and Neutral Tone. Module II Greetings Let me Introduce The modal particle ne. Use of Please qing sit, have tea .. etc. A brief self introduction Ni hao ma? Zaijian! Use of bu negative. Module III Attributives showing possession How is your Health? Thank you Where are you from? A few Professions like Engineer, Businessman, Doctor, Teacher, Worker. Are you busy with your work? May I know your name? Module IV Use of How many People in your family? Use of zhe and na. Use of interrogative particle shenme, shui, ma and nar. How to make interrogative sentences ending with ma. Structural particle de. Use of Nin when and where to use and with whom. Use of guixing. Use of verb zuo and how to make sentences with it. Module V Family structure and Relations. Use of you mei you. Measure words Days and Weekdays. Numbers. Maps, different languages and Countries.

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Elementary Chinese Reader Part I Lesson 1-10

RUSSIAN - I
Course Code: Course Objective:
Objective: To enable students to appreciate the relevance of the Russian language in todays global context, To teach them how to greet each other, how to present / introduce each other using basic verbs and vocabulary.

MMM 149

Credit Units: 02

Course Contents:
Module I A brief history of Russia, the erstwhile Soviet Union, the language, the cultureand the importance and relevance of Russian language in todays global context. Introduction to Russian (Cyrillic) alphabet () and familiarization with corresponding phonetic sounds / pronunciation. Module II Introduction. Basic Words and Phrases. How to greet each other. Saying Goodbye. The verb to be in present tense (not necessarily used). Module III Concept of Gender and Number. Months of the years, days of the week, seasons. Introduction to numbers 1-100, Colors, Revision of numbers and introduction to ordinal numbers. Module IV Adjectives, nationalities ( ), professions, physical/geographical location, agreement of Russian adjectives in gender and number with corresponding nouns. How to introduce oneself / present each other ( c). Exercises on the choice and usage of adjectives. Module V Time. Negation. Interrogation. Asking permission to do something (/ to be able to). Module VI Asking for and giving directions. Two forms of You ( ).

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Way To Russia 1.1 Golosa: A Basic Course in Russian, Book 1, 4th ed. Eds Robin et al. Golosa consists of a textbook, a student workbook (for written and oral homework assignments), and audio CDs (for audio homework assignments). This textbook has an official website that contains various downloadable materials and information at http://www.prenhall.com/golosa

Recommended Materials: Russian-English-Russian dictionary 201 Russian Verbs

ARABIC - I
Course Code: Course Objective:
First Semester is based on the basic knowledge of Arabic language including Arabic alphabet its pronunciation and different shapes of alphabet. Other parts of grammar and text book will also be taught in this module, conversation and mid semester test will also be take place in this semester. Students will also be taught some historical background of Arabic language and Arabic speaking country.

MMM 138

Credit Units: 02

Course Contents:
Module I A brief introduction of Arabic language, The Arabic Alphabet, the pronunciation, Different Shapes of Arabic Letters, Moon and Sun letters and Reading of text book. Module II The Definite Article, Reading of text book and Conversation. Introduction of some basic words and Phrases and How to greet each other. Module III The Cases, The Gender, Orthographic Signs, Words and Parts of Speech and Reading of text book and Conversation. Module IV Verb Past Tense and Cases, Present Tense, Simple Past tense, Reading of text book. Common uses words for memorising. Module V Negative Verb: Past and Present, Future tense and cases, Simple future tense negative future tense, Reading of text book and Conversation.

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Al- Qeraatul Wadeha, Al-Qeraatur Rasheda / Al-Qeraatur Rasheeda.

SANSKRIT - I

Course Code: Course Objective:

MMM 139

Credit Units: 02

To enable the students to understand the importance and relevance of Sanskrit language. To provide the students with an insight about the mechanism of the Sanskrit language.

Course Contents:
Module I An introduction to the Sanskrit language. Importance and relevance of the Sanskrit language. Special features of the Sanskrit language. Module II Phonetics of the Sanskrit language. Practicing vowels and consonants. Characteristics of good pronunciation. Module III Reading, understanding & practicing simple sentences of the Sanskrit language from Sanskrit Vakya Prabodh. Module IV Enlisting sentences for general conversation. Making new sentences on the pattern of the sentence given in the Sanskrit Vakya Prabodh.

Examination Scheme:
Components CT A Assignment Class Performance/ Presentation/ Viva 15 End Term Written Exam 60

Weightage (%)

10

05

10

Text & References:

Deep Manika Part-0 from Saraswati Sanskrit Prabodh from NCERT. Panini Shiksha, Motilal Banarsidas. Sanskrit Vakya Prabodh by Swami Dayananda Govindram Hasanand, New Delhi. Panchtantra of Vishnu Sharma, Kapildev Dwivedi Vishvavidyalaya Prakashan, Varanasi.