Department of Advertising Management & Public Relations CREDIT REQUIREMENT FOR COMPLETION OF THE PROGRAMME = 100 Core Course = 80 Programme Elective = 20 Open Elective = 06 Total Credits = 100 (grade-I or above) Semester I 24 Credits Semester II 22 Credits Semester III 27 Credits Semester IV 27 Credits SCHEDULE OF COURSES SEMESTER I SN COURSE CODE TITLE L P C 1. ADPR-601 Communication and Master communication theory. 4 0 4 2. ADPR-602 Principles of Advertising & PR 4 0 4 3. ADPR-603 Writing for Advertising & PR 2 4 4 4. ADPR-604 Graphics & Production 2 4 4 5. ADPR-605 Presentation & Communication Skills 2 4 4 6. ADPR-606 Adv. And PR Research 4 0 4 7. ADPR-607 Basic of Computer 0 0 0 Total credits 24 SEMESTER II SN COURSE CODE TITLE L P C 1. ADPR-611 Marketing & Management 4 0 4 2. ADPR-612 Creativity in Advt. & PR 2 4 4 3. ADPR-613 Advertising & PR Campaign 2 4 4 4. ADPR-614 Advertising & PR Management 4 0 4 5. ADPR-615 Advertising & PR Production 0 8 4 6. ADPR-616 Internship 0 4 2 Total credits 22 SEMESTER III SN COURSE CODE TITLE L P C 1. ADPR-621 Transcreation 2 4 4 2. ADPR-622 Media Laws & Ethics 4 0 4 3. ADPR-623 Consumer & Target Group Behavior 4 0 4 4. ADPR-624 Special Paper-I 2 4 4 5. ADPR-625 Special Paper-II 2 4 4 6. ADPR-626 Special Paper-III 4 0 4 7. ADPR-627 Open Elective-I 3 0 3 (Copy writing) Total credits 27 SEMESTER IV SN COURSE CODE TITLE L P C 1. ADPR-631 Social Marketing & Development Communication 4 0 4 2. ADPR-632 Business Communication 4 0 4 3. ADPR-633 Special Paper-IV 2 4 4 4. ADPR-634 Special Paper-V 2 4 4 5. ADPR-635 Comprehensive Viva 4 0 4 6. ADPR-636 Dissertation 4 0 4 7. ADPR-637 Open Elective-II 3 0 3 (Transcreation) Total credits 27 ADPR-635 COMPREHENSIVE VIVA COMPREHENSIVE VIVA 90 MARKS CO-CORRUCULUM ACTIVITY 10 MARKS TOTAL 100 MARKS Each student will be examined in detail by a panel of experts about his/her total understanding & knowledge skills about the subjects during the entire course. ADPR-636 DISSERTATION Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical) Major Test-III 60 Marks (Major test 60%) Co-curriculum activity 10 Marks Total 100 Marks Each student will select in consultation with the faculty, in the beginning of the third semester a topic of research. The student should conduct independent study under the supervision of a guide assigned to the student. It is essential in this study the student employs appropriate research methodologies and generate some new information. Each student will have to submit three typed copies of the research report one week before the commencement of the fourth semester examination. ADPR-601 COMMUNICATION AND MASS COMMUNICATION THEORY Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks (Major test 60%) Major Test-III 60 Marks Co-curriculum activity 10 Marks Total 100 Marks A) Definition and Concept of Communication Evolution of Communication Elements of Communication Functions of Communication Communication and Socialization B) Forms of Communication a) Intrapersonal Communication Interpersonal Communication Small Group Communication Public Communication Mass Communication b) Non-verbal Communication, Body Language Verbal Communication C) Models of Communication SMR Model SMCR Model Shannon & Weaver Model Laswell’s Model Osgood’s Model Dance’s Model Schramm’s Model Gerbner’s Model Newcomb’s Model Convergent Model Gatekeeping Model D) Theories of Mass Communication Theories of impact of Mass Communication Limitations of Mass Communication Demissification, Demystification, Decentralization Convergence, Future trends in Mass Communication E) Mass Media of Communication: Newspapers, Magazine, Radio, Television, Films, Books. Note : There will be 8 questions out of which five will have to be answered. All questions will carry equal marks. The students shall have the option to write their answer both in English and Hindi in the theory examinations, assignments and practicals. ADPR-602 Principles of Advertising and PR Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks (Major test 60%) Major Test-III 60 Marks Co-curriculum activity 10 Marks Total 100 Marks A) Principles of Advertising Advertising : An Introduction :- Concepts and Definition, History of Advertising and development of modern advertising. Role and Reach of Advertising, Classification of Advertising Advertising and Marketing :- Advertising in Promotion – Mix, Advertising in Marketing-Mix Promotion in Marketing. Advertising Agencies an Introduction :- Why Advertising Agencies, History and Development of Advertising Agencies, Advertising Departments, Creative Boutiques, Advertising Laws, Ethics and Code of conduct. B) Principles of Pubic Relations Pubic Relations : An Introduction :- Concept and Definition of Pubic Relations, History and Development of PR, Types of Publics, Role and reach of PR, Tools of PR PR Organizations and Consultancies an Introduction :- History and Growth of PR in marketing-mix, Publicity and Propaganda, Public Opinion, Liason and Lobbying. Social Responsibility, Ethics & Code of Conduct. Note : There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals. ADPR-603 Writing for Advertising and PR Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks Major Test-III 60 Marks (Major test 60%) Co-curriculum activity 10 Marks Total 100 Marks A) Fundamental of Writing :- Introduction to creative writing, Lucidity and Directness, Authenticity and Credibility, Authorial Voice, Coherency, Consistency, Transition. B) Structure and Content of Writing :- Preparation for Writing, Importance of Vocabulary, Word play, Introduction, Body, Conclusion, Presentation of ideas, Styles of Writing, Description, Dialogues. C) Writing for Advertising :- Advertising copy, types, functions, Headlines, Body text, Slogans, Scripts for Radio Jingles and TV Commercials. Copy Writing : an introduction :- Writing for Print Ads, Writing Jingles and TV commercials, Writing for other Publicity Materials, Writing for direct mail and directories etc. D) Writing for PR :- Introduction to PR Writing, Persuasion in writing, empathy, writing for specific Audiences, difference between writing for PR and other types of writing, writing for various types of PR material, News release, Backgrounders, Features and Profiles, writing for House Journals, Report Writing. Note : There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals. ADPR-604 Graphics and Production Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical) Major Test-III 60 Marks (Major test 60%) Co-curriculum activity 10 Marks Total 100 Marks A) Concept and Philosophy of Graphics and Production Elements of Design Principles of Design (Design syntax) Type and Type faces Chosing Types in Design Layout Composing Methods Desk Top Publishing Printing Process and Methods Visual Copy Reproduction Color and its Production Aspects Printing Paper Costing and Estimating B) Introduction to various types of print publications :- Leaflets, Brouchers, Posters C) Still Photography : Origin and History Camera Parts and Types of Cameras Photographic techniques – Exposing, Development and Printing. Black and White Photography Colour Photography Special Photograhic Techniques D) Introduction to Audio Visual Production Basics of Audio Recording, Basics of Film Production Techniques Basics of Video Production Techniques, Sound and Slide Productions E) Introduction to Computer Animation ADPR-605 PRESENTATION AND COMMUNICATION SKILLS Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks (9 Marks from theory and 6 marks from practical) Major Test-III 60 Marks (Major test 60%) Co-curriculum activity 10 Marks Total 100 Marks A) Communication Skills :- Essentials of Communication Skills Small Group Communication Techniques Group Discussion Public Speaking Techniques Body Language-Verbal and Non-Verbal Interviews-Kinds of interviews-as interview & as interviewer Work shops : Mock Interviews, Group Discussions, JAM (Just a Minute), Dress Codes B) Presentation Skills : Pre-presentation preparation Presentation Skills Post-presentation follow-up Presentation aids : Audio aids, Visual aids, Audio-Visual aids, Printed aids Computer aided presentation Use of power point Meetings, Convening, Preparation, Managing, Post Meeting follow up Organizing Meeting manners Presiding over a meeting Participating in a meeting C) Written Presentation :- Preparation of CV/Resume Official Correspondence Report Writing Note : There will be 8 questions out of which five will have to be answered. All questions will carry each marks. The students shall have the option to write their answers both English and Hindi in the theory examination, assignments and Practicals. ADPR-606 ADVERTISING AND PR RESEARCH Minor Test-I 15 Marks [Minor test (two best) 30% (15% each test)] Minor Test-II 15 Marks Major Test-III 60 Marks (Major test 60%) Co-curriculum activity 10 Marks Total 100 Marks A) Introduction to Research Concept of Research Role, Function