PG Diploma in Mass Communication

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Orientation Course in Communication and Media

Indian Information Service

Group A

13 January 2014 13 October 2014

INDIAN INSTITUTE OF MASS COMMUNICATION

Learning without thought is labour lost and thought without learning is perilous.

Confucius

Phase I (Months 1 to 3)

Lectures, Seminars, Workshops, Field Study, Assignments

Phase II (Months 4 to 6)

Lectures, Seminars, Workshops, Field Study, Assignments

FTII Attachment

Parliamentary Attachment

Phase III (Months 7 to 9)

Lectures, Seminars, Workshops, Field Study, Assignments

Attachment at private TV/Radio Station

District Attachment for Research Project

NGO Attachment at home station

Bharat Darshan

Each of the probitioners will be required to submit a dissertation on development communication issue.

Workshops

Workshop on gender sensitization

Workshop on Human Rights

Workshop on Interpersonal communication

Workshop on time management and collaboration skills

Workshop on voice-modulation

Workshop on facing the camera

Introduction

Officers of the Indian Information Service, Group A join the Government after appearing for the prestigious Civil Services Exam. However, the content of the Service differs dramatically from other Civil Services. An IIS officer has to walk a very thin line between being a government servant and a private practitioner of mass communication. At different stages in his/her career, an IIS officer is expected to manage a newsroom, a public relations portfolio, a newspaper, magazine or book, advertising as well as visual publicity. As with other Group A services of the Government of India, the Indian Information service is broadly shouldering responsibilities of a managerial nature in the field of media and communication, with all-India transfer liability. Training of IIS officers thus needs to encompass aspects of the media and communication requirements of the Central Government that the officers will manage during their career.

As per the Personnel Policy of the Ministry of Information & Broadcasting (Annexure I), IIS officers have a two-year training programme, including three months at the National Academies, nine months at the Indian Institute of Mass Communication, New Delhi and one year On-the-job training. After undergoing a Foundation Course at the National Academies, Officer Trainees (OTs) join at the Indian Institute of Mass Communication, IIMC for professional training where they are led through a programme that includes theoretical orientation, skill enhancement and an overall personality development. At the end of the first year of training, OTs are expected to know and understand not only the Indian media and communication industry but also be able to demonstrate their skills in media technology and have a clear concept of the underlying forces that are shaping the media-scape today. Besides, a clear understanding of government functioning and process is a must to enable OTs to meet the challenges of governance in this multi-multi-media world. The main objective of the training is to create a cadre of officers who are excellent Media Managers and Information Advisors; effective public communicators and PR professionals; good Public Service Broadcasters and IEC & Social Marketing experts.

Keeping the above in mind, the course has been structured so as to give an overview of all related fields, with practical inputs, hands-on training and classroom sessions. The course is divided into ten papers which will form the core of the training, besides outstation and in-station attachments (Annexure II)

Objective of the Course

The main objective is of equipping the Officer Trainees with knowledge and skills to manage efficiently and professionally communication and media products, services, and organizations/departments

To provide in-depth knowledge of how markets are organized in each of the major segments of the media industry(publishing, broadcast, movies and the internet)

To develop a critical understanding of contemporary social, cultural and economic processes and to relate these to the rapid and ongoing transformation in the media and communication fields across diverse sectors.

To orient the Officer Trainee to the various theoretical frameworks of communication, to understand these changes

To provide hands-on knowledge of the practical usage of communication technology,

To critically analyze the governments role in the context of media, across the spectrum, with thorough knowledge of government processes in administrative and financial matters.

Course ContentsPaper I: Communication Concepts & Communication ResearchPaper II: Interpersonal and Visual CommunicationPaper III: Print CommunicationPaper IV: Broadcasting Tools and TechniquesPaper V: Advertising, Media Planning & Public RelationsPaper VI: Web and Mobile CommunicationPaper VII: Government & MediaPaper VIII: Development and CommunicationPaper IX: Government Functioning & Feedback StrategiesPaper X: Media ManagementPaper I: Communication Concepts and Feedback Strategies (Theory: 50 marks, Research Project: 50 marks)

Communication: concepts, process and functions

Society, culture and communication media

Communication theories & Models

Origin and growth of the Mass media

mass communication and individual,

information needs, patterns of human behavior,

comprehension, credibility, formation of attitudes,

impact, motivation and action

Language, mass communication and society

Communication dynamics

Public speaking

Team building

Interpersonal Communication

Entertainment, Education and Communication

Folk Media

Field Publicity

Body language

Importance of Kinesics

Social Mapping

Transect walk

Communication Research

Definition, scope and relevance

Research Design

Quantitative & Qualitative Methods of Research

Sampling Techniques

Formal and Informal Schedules

Research tool design & development

Method of data collection

Data analysis

Presentations of Data

Analysis of data and report preparation

Presentation of the Report

Participatory Research & Appraisal

Participatory Learning for action

Tools & techniques

Monitoring & Evaluation of communication

Suggested Readings for Paper I

1. The process and Effects of Mass Communication, ed. by Wilbur Schramm, 1971

2. Methods in Social Research by William J Good and Paul K Hatt (Macmillan), 1967

3. Introduction to Communication Studies, , Fiske J,1982, Methuen, London

4. Theories of communication: A Short Introduction Armand Mattelart & Michele Mattelart, Sage

5. Thinking through Communication, Sarah Trenho,m, Allynx, Bacon, Singapore, 1999

6. Communication: An introduction - Denis McQuail

7. Media Sociology - David Barret, Sage Publications

8. Introducing Communication History - Richard and Turner, Mayfield, London, 2000

9. How to Research - Blaxter, Hughes, Tight - Viva Books, 1999

10. Many Voices One World, Kac Bride et al, Kogan Page, London, 1986

11. Mass Communication in India, Kewal J Kumar, Jaico, 2001

12. Dictionary of Media and Journalism, Singh CP, IK International, Delhi-2004

13. The Basics of Communication Research, Baxter, Leslie A, Australia: Thomson Wadsworth, 2004

14. A guide to Empirical Research in Communication: Rules for looking, Sumser, John, Sage Publications, New Delhi, 2001

15. Interpersonal Communication: Everyday Encounters, Wood, Julia, , Australia:Wadsworth Thomson Learning, 2002

Journals/Magazines

Communication Theory

Communicator

Journal of Communication

Australian Journal of Communication

Paper II: Interpersonal and Visual Communication(Theory: 50 marks, Project/Assignments: 50 marks)

Visual communication

Visual perception and visual persuasion

Concepts and functions graphic communication

Design principles

Study of type and type faces

Use of colors in design

Design applications: layout, logo, trade mark, etc.

Use of visuals in different media

Photo Communication

Understanding Camera

Composition Techniques,

Photo feature

Photo Journalism

Film communication

Film as a medium of mass communication, policies governing films

Evolution of Indian Cinema

Interface of film industry and government,

Regulatory mechanism, film as a potential export commodity

Visual Journalism

Visual story telling trends

Ethical issues

Monitoring & Evaluation of communication

Suggested Readings for Paper II

1. Traditional Folk Media in India - Dr Shyam Parmar, Research Press, 1995

2. Fundamentals of Copy & Layout, Albert Book and Dennis Schiel (USA : National Text Book Company, 1997)

3. Graphics for the Desktop Publishing, Brucet Paddock (New York : Management Information Source Inc, 1993)

4. Essential Skills : Photographic Lighting, John Child and Mark Galer (Oxford Focal Press, 1999)

5. Corporate Media Production, Roy Dizazzo, Focal Press, 2002

6. Basic of Video Sound, Des Iyver, Boston Focal Press, 1999

7. Basics of Video Production, Lyver and Swainson, Boston Focal Press, 1999)

8. Art and Production, N N Sarkar, New Delhi : Sagar Publication, 1995

9. Information Technology, Williams & Sawyer, Tata McGraw Hill 2000

10. Television Production Handbook, Herbert Zettl, Australia, Thompson, 2002

11. Visual Communication: Images with Messages by Paul Martin Lester, Thomson Wadsworth, 2006

12. Visual Communication: Integrating Media, Art and Science by Rick Williams & Julianne Newton, 2007

Mag/Journals:tc "Mag/Journals\:"

Better Photography

Practical Photography

Paper III: Print Communication(Theory: 50 marks, Assignments: 50 marks)

Growth & History of the Print Media

Evolution of Printing as means of communication

Evolution and early history of Press

Role of English Press in freedom struggle

Role of Language Press in freedom struggle

Role of Press in making of modern India

Press since Independence

Press Laws and Ethics

Laws, Ethics, Conventions and Norms

Constitution and Press Laws

Laws of libel and defamation

Contempt of Court and Contempt of Legislature

Official Secrets Act and Right to Information

Copyright and IPR

Self-regulation and Media Ethics

Press Council of India

Case Studies

News Reporting and Editing

Basic elements of news report

Structure of news report

Reporting Set-up

Developmental and popular interest approach

Investigative and interpretative reporting

Feature & Opinion Writing

News and non-news features

Interview based features

Special articles

Backgrounders

News Writing & Editing

Writing a news story

Headline writing

Editing symbols

Newspaper Vocabulary

Suggested Readings for Paper III

1. The Press by M Chalapathi Rao (National Book Trust)

2. History of Journalism - Parthasarthy Rangaswami

3. Encyclopaedia of World Press

4. Indian Journalism, Nadig Krishna Murthy

5. History of Indian Press, J Natarajan

6. Press Laws by DD Basu (Prentice Hall)

7. Press Laws - Subir Ghosh

8. The Dawn of Hope Ali Ashraf, Northern Book Centre

9. Philosophies of Communication and Media Ethics : Theory, Concepts and Empirical Issues Kiran RN, BR Publications

10. Press As A Leader of Society IIMC

11. A short History of Assamese Newspapers - Profulla Chandra Borua, Sahitya Ratna Prakashan

12. Ethics in Media Communication:Cases & Controversies, Louis Alvin Day, Australia, 2003.

13. Mass Communication Law and Ethics, Roy L Moore, New Jersey, 1999.

14. Ethics & Journalism, Karen Sanders, New Delhi, 2003.

15. The International Libel Handbook: A practical guide for journalists, Butterworth,1995.

16. Press Laws and Ethics of Journalism, P K Ravindranath, Delhi, 2004.

17. The Law of Public Communication, Kent R Middleton, New York, 2001.

18. The Taming of the Press: Cohen V Cowls Media Company, Elliot C Rothenberg, London, 1999.

19. Modern History of Indian Press, Sunit Ghosh, Delhi, 1998

20. The Press in India: Perspective in Development and Relevance, K S Padhy and RN Sahu, New Delhi, 2005.

21. Editing for Print, Geoffrey Rogers - Mocdonald Book, 1993

22. Editors on Editing, HY Sharda Prasad, National Book Trust, 1993

23. Editing Today, Ron F Smith and Loraine MO Connel - Lowastate University Press, 1996

24. Elements of Style, William Strunk Jr, Macmillan (Revised by EB White)

25. The New Fowlers Modern English Usage, R W Burchfield, Oxford

26. Creative Editing, Dorthy A Bowles, Australia, Thomson Wadsworth, 2004.

Journals/Magazines

Journal of Mass Media Ethics

Paper IV: Broadcasting Tools and Techniques(Theory: 30 marks, Assignments: 70 marks)

Growth & History of the Broadcast Media in India

Introduction to radio and television journalism

Formative research: the importance of research in building up a story/programme

Conducting Interviews for both radio and television

Getting Vox Pops

Anchoring panel discussion

Horizontal Thinking; Making best use of resources to produce programmes for more than one medium on a given topic.

Radio tools and techniques

Scripting

Understanding sound, mikes, using and taking care of the tape recorder.

Sound recording in various locations

Dubbing

Writing and Reporting for Radio News

Digital Audio Editing

Preparing a News Bulletin

Preparing a magazine programme

Community Radio

Growth and prospects of Community Radio

Radio as a medium for social change

Case Studies

Apna Radio

Television tools and techniques

Electronic News Gathering

Thinking in pictures and use of story boards

Location Shooting

Editing

Use of Graphics

Post-Production

TV News Bulletin-Theory and Practice

Suggested Readings for Paper IV

1. Radio : A Guide to Broadcasting Techniques by Elwyn Evans (Barrie and Jenkins)

2. Broadcasting and the People by Mehra Masani (National Book Trust)

3. Television & Social Change in Rural India Kirk Johnson, Sage Publications

4. The Radio Handbook, Carole Fleming, Routledge, 2002

5. Broadcast Journalism, Andrew Boyal, OUP, 1999

6. Broadcast News Writing, Reporting and Producing, Ted White (II Edition), Focal Press, 1996

7. Television News, Ivor Yorke, Focal Press, Oxford, 1995

8. AIR Style Book, New Delhi,1991

9. Before The Headlines - A Handbook of TV Journalism, CP Singh, Macmillan, 1999

10. Televising Your Message, Mitchell Wanda, National Textbook Company Illinois (latest edition)

11. CNN International Writing Guide (latest edition)

12. Broadcasting News : Writing, Reporting and Producing, Ted White, New Delhi, 2002.

13. Broadcasting Journalism : Techniques of Radio and Television News, Andrew Boyd,New Delhi, 2001.

14. Lectures on Broadcasting Journalism, P K Ravindranath, Delhi, 2004.

15. Digital Broadcasting Journalism, Jitendra Kumar Sharma, Delhi, 2003.

16. Broadcast Journalism in the 21st century, K M Shrivastava, New Delhi, 2005.

17. The Broadcast Journalism handbook:A Television News survival guide, Robert Thompson, Oxford, 2004.

18. Broadcasting and Telecommunication: An Introduction, John R Bittner, New Jersey, 1991.

19. News Flash : Journalism, Infotainment, and the bottom- line business of broadcast news, Bonnie M Anderson, San Francisco, 2004.

20. Broadcast News Writing stylebook, Robert A Papper, London, 1995.

21. Communication Media and Electronic Revolution, Aruna Zachariah, New Delhi, 2005.

22. Visual Journalism: A Guide for New Media Professionals, Christopher R harris, London, 2002.

23. Before the Headline: A Handbook of Television Journalism, Chandrakant P Singh, Delhi, 1999.

Journals/Magazines

Journal of Broadcasting & Electronic Media

Paper V: Advertising, Media Planning & Public Relations(Theory: 50 marks, Campaign/Assignments: 50 marks)

Advertising: concepts and principles

Evolution, relevance and classification of advertising

Advertising agency management, account planning, client servicing,

media planning, brand building

Role of creativity in advertising

Media planning in advertising

Strengths and weaknesses of various media.

Sources of media information

Media terminology: Circulation, Readership, Viewership, Listenership, Reach, frequency, OTS, exposure, Impressions, GRPs, TRPs

Media buying techniques

Information needs for making a media plan

Preparing a media brief

Developing media strategy and plan

Evaluation of Media Plan

Learning of relevant software

DAVPs media buying

Public relations

PR principles, tools, methods

Image management

Communication audit

Crises management

Case studies in PR and Govt./corporate communication

Suggested Readings for Paper V

1. Advertising, Dorothy Cohen, USA: Scott. Forsmon and co. 1988)

2. Advertising Management, Jaishri Jethwaney, Phoenix

3. Media Planning, Arnold Barban, USA NTC Business Book, 1997

4. Media Math: Basic Technique of Media Evaluation Robert Wall, Illinois NTS Business Books 1995

5. Ogilvy on Advertising, David Ogilvy, London, Prion Books, 1997

6. Uncommon Sense of Advertising: Getting the Facts Right , Sanjay Tiwari, Response, 2003

7. Public Relations, J Jethwaney, Sterling

8. The PR Style Guide, Brown Barbara Diggs, Thomson Wadsworth 2000

Media source books

Indian Newspaper society( INS)

Audit Buraeu of circulation(ABC)

National Readership Survey(NRS)

Indian Readership Survey(IRS)

India 2004

National Economic Survey

Journals

Journal of Advertising

PR Quarterly,

Journal of Public Relations,

Public Relations review

PR Strategist.

Advertising age

Campaign

International Journal of advertising

Journal of current issues and Research in advertising

Advertising and Marketing

Pitch

Paper VI: Web-based Communication(Theory: 50 marks, Assignments: 50 marks)

The Internet

Emerging trends in information technology and their impact on communication techniques

Multimedia Applications, Benefits and Problems

Internet as a research tool

Basic web design

Writing for the internet

E-Governance

Social media

Governance in the light of social media

New developments

Using social media to connect

Monitoring content

Metrics

Mobile Communication

The telecommunication sector in India: growth and prospects

Use of mobile communication for governance

Mobile communication and development

Case Studies

Regulating cyber space

Internet ethics; laws and issues:

IT Act; Convergence Bill;

Privacy - cookies, bugs, spamming and advertisers; security

IPR, copyright; opinion polls, bulletin board and Net communities

misinformation, cross-checking and objectivity

Net-poor and Net-rich. Types of connectivity & associated problems in a developing country like India

freedom of expression vs. content regulation; e-governance

Cyber journalists as publishers and entrepreneurs.

Software such as Adobe CS, Quark Express and others available

Suggested Readings for Paper VI

1. A Journalists Guide to the Internet, Callahan, Christopher, Allyn and Bacon, London, 1999.

2. Introduction to Information Technology, Turban, Rainer, Potter, John Wiley Publications, 2001

3. Online Journalism, Jim Hall, Pluto, 2001

4. Web Production (II edition), Jason Whittaker, Routledge, 2001

5. Using Information Technology, Brian K Williams, New Delhi, 2003

6. Information Communication Technology & Education, VC Pandey, Delhi

7. Cyber Cops, Cyber Criminals & Internet, Deepti Chopra, New Delhi, 2002

8. Information and Communication Technology: Recasting Development, Delhi, 2004

9. Digital Sub-editing & Design, Stephen Quinn, New Delhi, 2001.

10. Cyber Laws E, Commerce & M-Commerce, Tabrej Ahmed, New Delhi, 2003.

11. Cyber Crimes and Law, VC Dideja, New Delhi, 2002

12. Handbook of Cyber Law, Cakul Sharma, New Delhi:

13. Cyber Media Journalism: Emerging Technology, Jagdish Chakravarthy, Delhi, 2003.

14. Journalism Online, Mike Ward, London, 2002.

15. Multimedia: Concepts and Practice, Stephen McGloughlin, New Jersey, 2001.

16. Copywriting for the Electronic Media : A Practical guide, Milan D Meeske, Australia, 2003.

Paper VII: Development and Communication(Theory: 50 marks, Assignment: 50 marks)

Communication as a tool for Development

Development Theory:

Basic Definition

History

Concepts

Approaches/Paradigms

Indicators

Behavior Change Communication: Concept and Process

Concept of Information, Education and Communication, IEC

Planning an IEC strategy

Media Approach

Study of IEC structures in Specified Government

Departments: M/o H&FW, M/o Rural Development Communication

Methodology for IEC

Steps to start a Health Education Programme

Developing, monitoring and evaluation plan for IEC activities including materials

Social Marketing

Understanding social marketing

Designing the social product

Media options in social marketingtc "Media options in social marketing"

Case studies in social marketing

Reach and impact of social campaigns on various social segments - case studies

Health Communication

Overview of Health Issues-globally, in India

Communicable Diseases

Non-Communicable Diseases

Epidemics

Medical, Legal, Ethical Issues

Health Insurance

Case Studies in Communication of Health Issues

H1N1

HIV

Primary Health Care etc.

Environmental Communication

History of Environmentalism

Overview of Key Environmental Issues: Climate Change, Regulation, Pollution

Green Budgeting

Communication Aspects of Environmental Coverage

Case Studies in Communication of Environmental Issues

International Communication

Role of mass media in developing countries

Inter-Cultural Communication

World Information Order

News Manipulation/distortion

Suggested Readings for Paper VII

1. Facts for life A Communication Challenge UNICEF, India, 1993

2. Rural Development Journalism by Alan Chalkely (Press Institute of India).

3. A Manual of Development Journalism by Alan Chalkely (Press Institute of India)

4. Mass Media and National Development, Wilbur Schramm

5. Communication for Development in the Third World : Theory and Practice for Empowerment Srinivas R Melkote-H Leslie Steeves, Sage Publications

6. Farm Journalism in Kerala : Anikuma Vadavathoor : A book on Evolution and Present Status of Agricultural Communication in Kerala Ajith Books, Kochi

7. Knowledge Generation : Exchange and Utilization (ed) - Beal & Dissanayake, West View Press

8. One World Multiple Cultures, Jan Servaes

9. Indias Communication Revolution, Rogers & Singhal

10. Vikas and Vighyan Sanchar, Sanjiv Bhanavat, Jaipur, 2003.

11. Communication for Development: Experience from the Urban Environment, Edited by Catalina Gandelsonas, London, 2002.

12. Journalism: Changing Society Emerging Trends, Jagdish Chakravarty, Delhi, 2003.

13. Poverty the Global Challenge for Governments, Industry, Scientists and Civil Society, TERI, New Delhi, 2001.

14. Empowering The Indian City: Scenarios and Solutions, TERI, New Delhi, 2002.

15. Communication Technology and Human Development- Recent Experiences in the Indian Social Sector, By Avik Ghosh, Sage Publications, 2006.

16. Everybody loves a good drought by P.Sainath

17. Mobile Communication and Society: A global perspective by Manuel Castells et al, 2007

18. Political Economy of Communication in India by Pradip Thomas, Sage, 2010

Journals/Magazines

Paper VIII: Government & Media(Theory: 50 marks, Assignments: 50 marks)

Responsibilities of public communicators

Responsibilities Vs. accountability in the dissemination of information,

Feedback and monitoring communication for decision making.

Ministry of Information & Broadcasting

Its role and relevance

Structure and functions

Media Regulation

Cadre Control

Strategic Plan 2011-17

Study of Media Units of I & B, Government of India

Press Information Bureau and Photo Division: Structure and function, mandate, Public Information Campaigns, case studies

Directorate of Advertising and Visual Publicity: Organisational Structure, functions and responsibilities, Multi-media campaigns, case studies, new avenues

Directorate of Field Publicity and Song & Drama Division: Structure and Functions; mandate, new initiatives, prospects; interface of DFP and Song and Drama Division

Directorate of Publication Division: Structure and Functions; mandate, new initiatives, Employment News and other publications.

Prasar Bharati, News Services Division, All India Radio and Doordarshan News: Structure and Functions; mandate, status of IIS in Prasar Bharati, new initiatives.

Electronic Media Monitoring Centre: mandate, structure and function; challenges and achievements

Suggested Readings for Paper VIII

1. Annual Reports of the Ministry of Information & Broadcasting, DAVP, Prasar Bharati, PIB etc

2. Mass Media in India, Publications Division

3. India 2011, Publications Division

4. Public Service Broadcasting in the Age of Globalisation, Indrajit Banerjee, Kalinga Seneviratne, Asian Media Information and Communication Centre, 2006

5. National Media Policy, ed. V S Gupta, Rajeshwar Dayal, Asian Media Information and Communication Centre, 1996

6. Pop Culture India!: media, arts and lifestyle, Asha Kasbekar, 2006

Paper IX: Government Functioning(Theory: 80 marks, Project/Assignments: 20 marks)

Administration and Finance

Transaction of business rules

Manual of office procedure

Procedure of putting up files, draft replies to Parliament

General Financial Rules, procedures in Govt.

Delegation of financial power rules

Preparation of budget

Project Management

Formulation & Appraisal

Planning, Implementation & Control

Monitoring and Evaluation

Preparing a Detailed Project Report

Right to Information

Enactment and implementation

Requirements

Central Information Commission

Case studies

Service & Conduct Rules

Leave Rules

Reservation in Service

Conduct Rules

Disciplinary Proceedings

Grievance Redressal

APARs

New Pension Rules

Suggested Readings for Paper VIII

1. Annual Reports of the Department of Personnel & Training

2. http://persmin.gov.in/otraining/Index.asp

Paper X: Media Management(Theory: 80 marks, Research Project: 20 marks)

Fundamentals of Management and Media Organisations

Basic Concepts and Evolution of Management Thoughts;

Forms of Organization; Organization Structure; Organizational Process; ---- Media Organisations, structure and administration;

Traditional setups to mega Corporations

Issues in Media Management

Human resource management and Organisational Behaviour

Introduction to Human Resource Management in Media;

Creating the Human Resource base

Developing Human Resources for media org.;

Monitoring and Evaluation;

Understanding OB and Individual dimensions of Organizational Behaviour;

Interpersonal and Group behaviour;

Motivating Employees at Work;

Organizational Dynamics in media organizations

Media Organisational Management

Broadcast Management

Magazine Management

Newspapers, Magazines and Their Electronic Ventures

Management Communication

Managing Across Media

Event Management

Suggested Readings for Paper X

1. Strategic Management in media by Lucy Kung, 2009

2. Newspaper Management by Gulab Kothari

3. Handbook of Media Management and Economics, Edited by Alan Albarran, Sylvia M Chan-Olmsted, Michael O. Wirth, 2006

4. Organisational Behaviour by K C S Ranganayakulu, 2005

5. Managing in the Media, by Peter Block, William Housley, Tom Nicholls, Ron Southwell, 2001

6. Media Management in the Age of Giants: business dynamics of Journalism, by Dennis F Herrick, 2003

7. Media Management: A casebook approach, by George Sylvie,Jan LeBlanc Wicks, Stephen Lacy, C. Ann Hollifield, A B Sohn, 2009

Mag/Journals:tc "Mag/Journals\:"

International Journal of Media Management

EvaluationTheory Examination

End-of-term exam: Papers I to X

Assignments/Projects/Research/Campaign Presentation

Through the training

Marking Pattern

Paper I to X: 100 marks each

Course Directors Appraisal: 100 marks

Total: 1100 marks.