HOME SCIENCE EXTENSION

Course Credit
Sl. No. Title of the course
No. hours

1. HEX 303 Journalism 2+1

Group techniques
2. HEX 304 2+1

3. HEX 402 Training and development 2+1

4. AEC441 Public relation and social marketing 2+1

5. AEC442 Financial management 2+1

6. AEC443 Retail management 2+1

Total 12+6=18
HEX 303 JOURNALISM 2+1

THEORY

UNIT I - Introduction to Journalism

Journalism – meaning, concepts and types,
journalism principles, Genesis and growth in India
Print media scenario in India. Frontier areas of
Journalism.
UNIT II - Writing techniques
Writing technique-content and format, styles,
different aspects of style and art of technical
writing to Radio, TV, (electronic journalism).Use of
illustration -converting text in to illustration. Type
of lead
UNIT III - Layout and editing
Layout and balancing Principle of editing and
reporting. Qualities of good reporter, Photographs
and picture editing Readability test, Magazine
effectiveness., content analysis.
UNIT IV - News gathering and interview
technique
Art of speech, Art of interviewing, Feature and
news story Interview for news and feature News
and News value (TV news Radio) ',Type of
Advertisement.
UNIT V – Press and News agencies and
organization
Freedom of press Types of press, briefing,
press and public relation, Press laws –act-press
code and ethic -Press council. News agencies- UNI,
PTI - Advertising Departments- Other agencies-
Mass Media Professional organization
PRACTICALS
Practice in writing article and news stories
for various print media. Practicing readability test
and assess the magazine effectiveness practicing to
convert text in to illustration. Practice in layout,
script editing, picture editing, art of speaking and
interviewing.
TEXTBOOKS
 James, F.Evan. 2002. Communication in
Agriculture: The American farm press. IOWA
state university, Iowa.
 Skeval.J.Kumar 2004. Mass communication in
India, sneezes printers, Mumbai.
 Mehta, D.S. 1997. Mass communication and
Journalism, Allied publishers 751, Anna Salai
Chennai.
 Sawant, G.K.2006. Communication through farm
literature Agrotech publishing Academy, Udaipur.
FURTHER READINGS
 Benien, J.P 1989. The Rural press and
Agricultural extension, Dept of Agrl. Economics.
University of Sydney, Sydney.
 Fox Rodney, 2001. Agricultural and technical
Journalism, Greenwood press.
 Krishna boone, 2001.Agricultural communication:
Charges and challenges.IOWA State university
press Iowa.
 Thomas. F. Paw lick. 2001. The invisible farm:
The world wide decline of farm news and
Agricultural journalism training Roman & little
field publisher
JOURNALS
 Journal of library and information technology
(11a Adesh Nager , Kendriya Hindi sansthan
Marg , Khandari , agra -5 U .P)
 Communicator (Indian Institute of Mass
Communication )
ONLINE RESOURCES
 http://www. acs. edu.au/courses/writing and
journalism
 http://www.bournemouth.ac.uk/journalism
 http://www.indiatogether.org/2003/dec/agr
_farmjourn.htm
 HEX 304 GROUP TECHNIQUES 2+1
THEORY
UNIT I - Introduction to group technique and
group discussion
Group and group technique – meaning, concept, types,
group and group membership, Definition, types, formation
of groups. Group Discussion – success in group discussion
Strength and limitation of discussion. Leadership function
in group discussion produced social and task function.
Technique and evaluation of group discussion in group.
Role players in group discussion. Public discussion vs.
group discussion.

UNIT II -Team development

Difference between work group and work team
Characteristic of team Type of team, Building team
performance Importance of team, Role analysis technique,
Role negotiation technique.
UNIT III - Interview
Group interview – type's- criteria for evaluating
candidate – Different model of group discussion.
Group interview – tips, - Panel interview – things
observed by the interviewer, skill measured.
Focused group interview- five steps ,Nominal group
interview technique, Informal group methods
UNIT IV - Other group technique
Concepts principle and method of conducting
group technique seminar, workshop, role playing,
brainstorming and discussion, forum, group
conference (Video, Audio)
UNIT V - Group communication and inter group
processes
Group communication – small group communication
and its structural attributes. Communication patterns
in task oriented groups. Nature of group
cohesiveness. Group processes - creativity and
creative thinking, interpersonal feed back
organizational communication, collaborative
processes Decision making by consensus .Supervisory
and leadership style, OK and Not OK influencing style.
PRACTICALS
Practicing various group techniques – interview,
blain storming Role playing, workshop, seminar,
conference, panel, forum. Practicing different model
of group discussion. Different method of identifying
leaders in a group. Indexing leaders by leadership
index.
TEXTBOOKS
 Darwin cartwright and Alvin Zander. 1968. "Group
dynamics" Tavistock publication 1-579
 Prased H .M 2001 'How to prepare for group discussion
and interview' Tata McGraw Hill companies pp220
 Peter Hartley, 2004. "Group communication" Rutledge
London and New York – 99 .225.
 Shashi k Gupta Rosy Joshi, 2005. Human resource
management Ajii printers, old Maujpur shahdara, Delhi
53 –pp516
FURTHER READINGS
 Aubrey Fisher, 1974. Small group decision making,
communication and group process McGraw Hill book
company.
 Halbert E.Gulley 1972. "Discussion conference and group
process "Amerind publishing Co-pvt Ltd.,
JOURNALS
 LEISA INDIA - Magazine on low external input
sustainable agriculture
ONLINE RESOURCES
 http://www.abaco.com/commstudies/groups/g
roup/html
 http://www.mycoted.com/nominal_group_tech
niques
 http://www.en.wikipedia.org/wiki/group_dyan
amic
HEX 402 TRAINING AND DEVELOPMENT 2+1
THEORY
UNIT I - Introduction
Training concept, need and importance .Feature
of training, objectives of training, difference
between training, development and education.
Training category and Training paradigms
UNIT II - Training -planning
Planning training- training need assessment
analysis –process Developing -training strategy -
developing training policies plan and procedures –
identifying training resources and ear marking
funds and man power.
UNIT III - Designing training
Designing training – objectives, common
features, steps of designing training. Trainer
involvement in designing Induction programmes,
apprenticeship and youth training, management
and supervisor training scheme, individual
programme and key dimension of training design.

UNIT IV - Conducting training design

Different types of training and various methods
including use of advance Communication
technology, responsibility and ingredients of good
training programme. Models of training
intervention.
UNIT V - Evaluation of training and training
challenges
Purpose of evaluation of training, elements of
evaluation, approaches of evaluations skill,
evaluation based on criteria – reaction, learning,
behaviour and result. Training challenges - skill -
training for unwilling- training cost and ingredient
for effective training. Preparedness for demand
driven training, trainer skill relevance different
groups and its application

PRACTICALS
Exposing the students to different ongoing
training and development wing at government ,
private and NGOs . E valuation of various training
programme based on certain criteria. Assessing
the training needs of targeted group of people.
Practicing to conduct feed back analysis of any one
training programme and report writing
TEXTBOOKS
 Alison Harding ham 1998 ,” Designing training”
University press (India H yderguda ,Hyderabad -29 P128
 Peter brambly 1990 “ Evaluating training” university
press Hyderabad -29 , p149
 Tapomoy Deb 2006 “Human resource development “Ane
Books India New Delhi -2
FURTHER READINGS
 Shashi k Gupta Rosy Joshi, 2005."Human resource
management Ajiis printers, old manjpur shahdara, Delhi
53 –pp516
 Penny Hatchet 1997 “Introduction to training”
university press Hyderabad -29 p172
JOURNALS
 Indian Journal of Training and Development (Indian
Society of Training and Development , Training
house, B-41, Institutional Area New Meharauli Road
New Delhi -16
 Journal of Management, (ASCI Administrative Staff
college of India , Bella VISTA, Hydrabed -82)
 Indian Journal of Public administration (Indian
Institute of public administration , New Delhi
ONLINE RESOURCES
 http://www.explorehr.org/articles/trainig+develop
ment/types
 htp://www.cdac.in/htm/hrd/training.asp
 http://www.cmc/tt.com/careers/learning.htm
AEC 441 PUBLIC RELATIONS 1+1
AND SOCIAL MARKETING
THEORY
UNIT I - Public Relations- Introduction, Nature and
Scope
Public Relations - Concept- definitions- Nature
and scope of Public Relations.
Elements of Public Relations-Social Philosophy of
Management- Policy Decisions-Action- Communication.
Organisation for Public Relations- Public Relations
Officer- Traits of Public Relations Officer.
UNIT II- Internal and External Publics
Public Relations for Internal and External Publics-
Employees, Share holders-- Government -Public
Relations for Internal and External Publics -
Customers- Dealers- Suppliers- Press and community-
Public Relations for Specific Groups and Institutions-
Hospital- Educational Institutions- Transport
Corporations
UNIT III – Social Marketing- Introduction, Nature ,Scope and
Social Campaign
Introduction to Social Marketing- Concept of Social
Marketing – Importance- Difference between Traditional
Marketing and Social Marketing- Scope of Social Marketing.-
Effecting Social Change- Nature and Role of Social
Campaigns- Change Agent- Target Adoptors- Stages of Social
Marketing Campaigns Factors responsible for Successful
Social Marketing Campaign-
UNIT IV – Social Marketing Plan- Product and Place
Strategies
Social Marketing Plan and Environment- Developing the
Social Marketing Plan- Components- Social marketing
Strategies –Action Programmes- Budget and Controls
The Social Product- Concept-Designing the Social Product-
Segmentation- Types- Product base- Object of Adoption-
Targeting - Types of Demand- Positioning the Social Product
-Social Marketing of Services- Place- Channels for Social
Products-Distributing a Tangible Product-Channel Level and
Length-Channel Position-Channel Role. Distributing an
Intangible Product-Models for the Flow of Distribution
UNIT V- Costing, Promotion and evaluation of
Social Products - Mobilising Influence groups
Price- Cost of the Social Product- Managing the
Monetary Costs of Adoption – Pricing- Objectives
and Methods -Managing the Non-Monetary Costs of
Adoption – Time cost- Perceived risks.-Types and
actions-Promoting the Social Product- Importance
of Mass Communication- Mass Communication
Process-Hierarchy of Effects Model –Evaluating
Effectiveness - Selective mmunication - Direct Mail
- Tele marketing – Personal communication- Nature
and Process – Relationship Marketing- -Mobilising
Influence groups- Market Motivation Approach-
Strategies for Mobilizing Influence Groups-Tactics
for Mobilizing- Power Politics Approach-Sources of
Power --Strategies of Power -Types of Power
Structures
PRACTICALS
Visit to hospital – District collectorate-
Non Governmental organisation- Corporate
firm to study the public relations
management- Consumer survey for social
products- Exercise on Product development-
- pricing- visit to Department of Health and
Family welfare, Non Governmental
organisation, Case study on Targeting and
segmentation, corporate involvement in
social marketing- Study on optimal
distribution channels, media selection and
advertising- issues related to social
marketing and performance of social
institution
TEXT BOOKS
 Fraser P. Seitel, The Practice of Public Relations.
Upper Saddle River, New Jersey: Prentice Hall,
1998.
 Kotler, Philip, Ned Roberto, and Nancy Lee, Social
Marketing: Improving the Quality of Life, Second
Edition. Sage Publications, 2002

FURTHER READINGS
 Alan R. Andersen and Phillip Kotler, Strategic
Marketing for Non Profit Organizations Prentice
Hall, 2003
 Philip Kotler and Nancy Lee, Marketing in the
Public Sector: A Roadmap for Improved
Performance, Wharton School Publishing, 2007
JOURNALS
 The Indian Journal of Public Administration
 The Indian Journal of Souel work

ONLINE RESOURCES
 www.uwgb.edu
 www.economist.com
 http://ecnomics.about.com
AEC 442 FINANCIAL MANAGEMENT 2+1
THEORY
UNIT I – Introduction, Nature and Scope, Financial
intermediation and Intermediaries
Financial Management-objectives, scope-
Relationship between finance, marketing and
production decisions. Institutional setting-legal
setting and process of financial intermediation-
Financial Intermediaries - Commercial banks-
lending programmes- Cooperatives-classification-
lending programmes- Industrial Development
Banks-lending programmes- other financial
intermediaries
UNIT II- Information flows- Balance sheet, Income
statement and Cash flow statement
Information flows in Financial Management -
Balance sheet-importance, components- Income
statement-importance, components-Cash flow
statement-importance, components Ratio analysis
and comparative analysis
UNIT III - Time value of money, Capital
budgeting – Management of liquidity and
leverage
Impact of time on Financial Management -
Capital budgeting-meaning -Importance and
types Managing leverage and liquidity
borrowing- Credit growth of the firm, types of
loans- Short term, medium term and long term
loans

UNIT IV- Risk management, working capital and

investment management
Risk Management-techniques and measures-
- Loans for working Capital and investment-
Cost of borrowing in different institutions-
Evaluation of credit worthiness, credit
proposals-preparation
UNIT V- Accounting systems and Financial
Records, Repayment, Financial analysis and
Control
System of Accounting- Accounts Entry
system-single entry- Double entry -merits and
limitations - Financial Records Journal –
Ledger--subsidiary books- trail Balance- trading
account,- final statements-Repayment plans and
methods- Financial analysis and control-
Monitoring the financial health- Criteria for
effective financial control system

PRACTICALS
Visit to banks and institutions, financial
records and accounts of firms, capital
budgeting-Analysis of Balance sheet, income
statement, Ratio analysis-repayment-project
report preparation.
TEXT BOOKS
 I.M . Pandey, Financial Managemnt, 8 th Edition,
VikasPublishing House Pvt Ltd, New Delhi,2004.
 Price Gittinger, J.Economic Analysis of
Agricultural Projects,2002

FURTHER READINGS
 Prasanna Chandra, Financial Management, 4 th
Edition,, Tata McGraw Hill Publishing Company,
New Delhi ,2002.
 Van Horne, James.C, Financial Management and
Policy, 4th edition, Prentice Hall of India Private
Ltd., New Delhi , 2000.
JOURNALS
 Journal of financial management and analysis
financing agriculture
 Resource bank of India : Bulletin

ONLINE RESOURCES
 http://finance.ewu.edu
 http://morevalue.com
AEC 443 RETAIL MANAGEMENT 2+1
THEORY
UNIT I – Retail strategic planning and retail institution
Retailing – concepts, Scope and characteristics, building and sustaining
relationship in retailing - customers and channel members. Strategic
planning in retailing - steps, controllable and uncontrollable variables of
strategic planning. Retail institutions- classification, institution
characterized by ownership, store based retail strategy mix- wheel of
retailing – retail life cycle, nonstore based retail strategy mix.
UNIT II- Identification of customers and location
Identifying and understanding consumers- demographics and life cycle factors and
needs and desires of consumer, consumer decision process and its stages – types of
consumer decision, Store location – importance, process fro choosing store location,
trade area –components and major factors in trading area analysis, site selection -
types of location, location and site evaluation- criteria and terms of occupancy.
UNIT III- Retail organization, human resource and
operation management
Retail organization – procedure in setting up
organization- organizational patterns in retailing.
Human resource management – special
environment and process. Operation management
– profit planning, asset management, retail
budgeting and resource allocation, store planning -
store design, retail space management- space mix,
store layout, floor space management
UNIT IV- Merchandise management, retail pricing
and retail image
Merchandise management- buying organization
formats and process and factors in devising
merchandise plan, implementation process of
merchandise plan. Retail pricing – role and external
factors affecting pricing strategy, developing and
implementation of retail pricing strategy. Retail
image- importance and components of retail image
and retail atmosphere.
UNIT V- Retail promotion, micromarketing and
franchising in retailing, retail information system,
retail audit and e-tailing
Retail promotion – scope and elements-
advertising and public relation, personnel selling and
sales promotion, planning the retail promotional
strategy. Micro marketing- customer response.
Franchising - Types of Franchising and Franchise
Agreement. Retail information system and retail
technology. Retail Audit- possible difficulties in
conducting an retail audit- illustrations. Visual
merchandising- role and types of shop display. Online
retailing/ E-tailing- definition-role – scope - categories
and pitfalls.
PRACTICALS
Consumer survey- visit to consumer forum-
visit to various retail shops- fruits, vegetables,
egg/ poultry, groceries, bakeries, sweet stall,
snacks, departmental stores, co-operative.
Super market – producing unit and financial
institutions to study various aspects of retail
management. Case study review, estimating
retail cost and margin, exercise no advertise
meant planning and price fixation for the retail
stores
TEXTBOOKS
 Barry Berman and Joel R. Evans. 2005. Retail
Management – A Strategic Approach. Prentice –
Hall of India Pvt., Ltd., New Delhi.
 Raymond. A, Marquardt, 1975. Jame C. Markens,
Rober G. Roe, “Retail Management satisfaction
of consumer Needs” Illinois: the Dryden press.
FURTHER READINGS
 C.Glenn Walters, 1974. Consumer Behaviour
Theory. Practice –London Irwin- Dorsey
International.
 John W. Wingate, Elmer O. Schaller and F.
Lionard Miller, 1972. “Retail Merchandise
Management. Prentice – Hall of India Pvt., Ltd.,
New Delhi.
JOUNRALS
 Indian Journal of Agricultural Marketing
 Agriculture and Industry survey
 Margin

ONLINE RESOURCES
 http://www.people.umass.edu
 http://menegement1e.nelson.com