Best College in Patna for MCA, MBA, BCA, BBA, BA JMC & B.COM
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | Understanding PR | PR – Definition, Nature and Scope – Role of PR in the 21st Century – Model of PR – Types of PR – Types of Public and Tools of PR – Art of persuasion, feedback, campaign planning and strategies – PR Campaign – PR Research – PR Campaign Evaluation |
| Unit 2 | Media, Investor and Government Relations | Media Relations – Writing press release, rejoinders – organizing press conferences – Newspapers space – Role of Corporate Communication in Annual General body meeting and Sponsorships – Investor Relations Overview – Developing an Investor Relation Program – Investor Relations and the Changing Environment – The Rise of Regulations – The Rise of Government Relations |
| Unit 3 | New Channels of Communication | Communication channels and the role of technological innovation – Bulletin boards – Intranet communications – News letter |
| Unit 4 | Internal Communication | Role and scope of internal communication with employees – Various tools of internal communication – house journal, video magazine idea boxes, open houses, brainstorming sessions, clubs, extra-curricular activities |
| Unit 5 | Crisis Communication | Managing Communication in a crisis – Lobbying – Importance of PR in corporate communication – Analysing and compiling news – Organizing media events – Communication audits |
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | Theories of Press | Theories of Press – Authoritarianism – Libertarianism – Soviet Theory – Social Responsibility theory – Indian Mainstream and Vernacular press – Role and impact of Newspapers in Society – Impact of technology on newspaper (Newsgathering, editing, design, and layout, printing). |
| Unit 2 | Basics | News – Definitions – News values – Different types of news – Hard and Soft news – News sources – News Agencies – Newspaper organisation: Editorial, Business, Circulation – The reporter’s duties – Qualities – Various Reporters – Bureau Chief – Beat and Spot reporting – Curtain raiser – House style |
| Unit 3 | Writing | Writing for Newspapers – Different structures – Pyramid – Hourglass, Diamond structure – Intro or lead and its significance – ABC of Journalism (Accuracy, brevity and Clarity) – Objective writing – Balance – In-depth reporting – Editorials – Op-ed – Significance of letters to the editors – Columnists – free lancers |
| Unit 4 | Editing | Editing – The flow of news copy – Sub-editor: functions and proof reading – Headlines – Importance – Different types – dos and don’ts in headline writing – Editor – Photojournalism – Captions and cut-line writing |
| Unit 5 | Formats | Report Writing: General Events, Press Conferences, Crime, Public Meetings, Press Releases, Disasters, State Assemblies, Parliament, Business, Science and Technology, Obituaries, Sports, Public Issues, Letters to the Editor. Feature Writing: Personal Profiles, Book Reviews, Film Reviews, Music Reviews. |
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | Introduction | Introduction to Television Production – Television production process – Production elements – Camera, Lighting, Audio, Switching, Video Recording and Special effects – Television Studio – Studio Control room |
| Unit 2 | Production | Stages in production: Pre-production – Writing treatment for single camera production – Post production – Production people – Non technical personnel – Technical personnel – News production personnel |
| Unit 3 | Camera | Television camera introduction – How camera works – Types of camera: Analog versus Digital camera, Studio cameras – ENG and EFP camera, Consumer Camcorders – Electronic characteristics – Aspect ratio – White balance – Resolution – Operating light level and gain – Operational characteristics |
| Unit 4 | Lenses | Lenses: Optical characteristics of lenses – Focal Length – Focus – Iris – Depth of field – Operation lenses – Zoom control – Digital Zoom control – Focus control – Mounting Equipment – Basic camera mounts – Mounting head – Special mounting devices – Camera operation and picture composition – Framing effective shots |
| Unit 5 | Lighting | Studio lighting instruments: Spot light, flood lights – Filed lighting instrument: Portable spotlights – Portable flood lights, techniques of television lights – Three point lighting: Key light, Fill light, and Back light – Introduction Video Editing – Linear and non-linear editing – Offline and Online editing – Editing procedures and transition devices |
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | Introduction to Advertising | Advertising defined – A brief History of Advertising – The Development of Modern Advertising – Contributions of Advertising to Social Welfare – Social Effects – Economic Effects |
| Unit 2 | The Advertising Agency and the Business of Advertising | The Advertiser: Organizing for Advertising Decision Making – The Advertising Agency – Special Service Groups |
| Unit 3 | Channels of Advertising | The world of Media: An overview – The Evolution of Media into Advertising Vehicles – Types of Media – Media Expenditures – Media Characteristics – Print as an advertising Medium – The Medium of Newspapers – The Medium of Magazines – Audit Bureau of Circulation – Radio as an Advertising Medium – Types of Broadcast Advertising – Broadcast Ratings – Television as an Advertising Medium – Television Rating Points – Direct Advertising – Speciality Advertising – Point of Purchase Advertising – Outdoor Advertising (bill boards, kiosks) – Internet Advertising: Delivery Methods – Compensation Methods – Benefits of online advertising – Concerns – Regulation – Mobile as an advertising Medium |
| Unit 4 | Setting Goals and Objectives | Function of Objectives – General Business Objectives – Specific Objectives – The DAGMAR approach |
| Unit 5 | Planning and Managing the Advertising Campaign | Seven Basic Steps in Campaign Planning – Advertising Coordination – Brand Management – Associating feelings with brand – Brand Equity, Image and Personality |
| Unit 6 | Advertising Creativity | Attention and Comprehension – Understanding Benefit Based Attitudes – Creative Strategy – The Creative Process: Coming up with an Idea – The Art of Copywriting – The Creative Approaches – Advertising Visualization and Design |
| Unit 7 | Advertising Budget | Advertising as an investment – The Advertising Budget Making Process – Setting Media Budgets |
| Unit 8 | Media Planning and Implementation | Media Planning – Media Decision Tools – The Media Plan: Media Strategy – Media buying: Putting the Media Plan in Action |
| Unit 9 | Advertising Regulation | Legal Restrictions on Advertising Practice – Enforcement of Laws Affecting Advertising – Law Enforcing or Regulatory Bodies in Advertising – Self-Regulation in Advertising |
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | Vocabulary | • Antonyms • Synonyms • Homonyms • One word for many |
| Unit 2 | Correspondence in Organisations | • Email etiquette / Business emails • Public Relations Letters: – Writing letters of Congratulations – Letters of Appreciation – Letters of Sympathy – Seasonal Greetings – Letters offering favours or thanks for favours received |
| Unit 3 | Writing and Comprehension | • Précis writing • Comprehension • Essay Writing |
| Unit 4 | Writing for the Media | • Press Release • Obituary • Public Service Messages • Blog feature |
| Unit | Title | Topics / Syllabus |
|---|---|---|
| Unit 1 | HTML | Internet Basics – Browsing – FTP – E-mail – WWW – URLs – Concept of Site Designing – Basic HTML & Advanced HTML Tags – Various Types of Linking – Active X Controls |
| Unit 2 | MS-Front Page 2003 | Designing Web pages with MS – Front Page 2003 |
| Unit 3 | DHTML | Dynamic HTML – Editing HTML Code – Sites |
| Unit 4 | Dreamweaver – I | An Introduction to Dreamweaver – Site Definition and Management – Page Layouts – Tables |
| Unit 5 | Dreamweaver – II | Web Pages and Sites – Formatting web pages – Page Layout – Interface Elements – New Documents and Sites – Editing Code |
| Practical | Practical Exercises |
HTML & DHTML
1. Write HTML code to display the table formats. 2. Write HTML code to display Order and Unordered List. 3. Design a Web Page using basic HTML tags. 4. Using HTML & DHTML Tags Design a Web Site. MS – Front Page 2003
5. Using Microsoft Front Page 2003 design a web site with links. Dreamweaver I
Using basic Dreamweaver concepts design a Web site with images. Dreamweaver – II
Using Dreamweaver Design a Web Site and place the flash movies in the Web Site. |
| Section | Practical Exercises / Details |
|---|---|
| Practical Exercises |
These are compulsory exercises and must be recorded in the VP practical lab book.
1. Camera Operation – Composition – Shooting Simple and Complex Shots (Week 1–2) 2. Lighting Techniques – White balance (Week 3–4) 3. Basic Video Editing on non-linear editing systems (Week 5–7) 4. 20 shot project (shoot, edit, use only SFX and music track) (Week 8–10) 5. PSA/Commercial Ad project – Pre-production: concept/treatment/budget/full script/shooting script – Production: continuity sheet – Post production: log sheet/edit sheet/editing (Week 11–15) |
| Lab Book Record | Students will maintain a lab-book with a record of the exercises: task description | equipment used | procedure followed | script (if any) | self-evaluation of the task. The lab book exercises will be countersigned by the professor in-charge and produced as part of the evaluation at the University viva-voce. |