Curriculum | Semester VI | BA (Journalism & Mass Communication)


 

Subject: Brand Management and Media Planning

CURRICULUM

S. No. Topics Learning Objectives (At the end of the session the student should be able to) Teaching Guidelines Methodology Time
1. Media Planning

 

To learn the  techniques of Media Planning and its different aspects so that students could work with any organization. To cover way of  Media Planning

-Why is it important

-The media mix

-Characteristic of major media forms

Didactic lecture on the topics, Power Point Presentation and practical by students  

 

 

 

10 hours

2. Matching media & market

 

To learn the relationship among media, advertisement and market To cover geographical selectivity, reach & frequency

-Maximizing advertising exposure

-Media brief

-Media scheduling

-Media Buying

Didactic lecture, study of advertisements, survey of market, practical exercise for media selection for marketing 10 hours
3. Concept of a Brand

 

To learn detailed information of branding To cover Evolution of Brands, Company, Brands & Products

-Brand Perspectives – Visual / Verbal, Positioning, Value, Brand Image, Value Added, Perceptual Appeal & Personality perspectives

Didactic lecture on the topics, Power Point Presentation and practical by students 10 hours
4. Important Brand Decisions To learn the running trends in the minds of consumers To cover Brand Positioning – Attribute Benefit, Application, User, Competitor, Price / Quality & Product Category positioning. Brand Differentiation

Brand Equity

Brand Image, Brand Extension

Brand Loyalty

Consumers and Brands

Didactic lecture, study of advertisements, survey of market, practical exercise 10 hours
5. Branding Strategies

 

To learn each and every thing about branding like a professional To cover Products Branding

Line Branding

Range Branding

Umbrella Branding

Source/Double Branding

Endorsement Branding

Didactic lecture, survey of market, practical exercise branding 10 hours

 

Book References

  1. Strategic Brand Management, Jean-Noel Kapferer, Kogan Page
  2. Magazines – Business World, Time & Brand Reporter, Brand Equity, a Thursday supplement with Economic Times

 



Subject – Data Journalism

CURRICULUM

S No. TOPIC LEARNING

OBJECTIVES

TEACHING

GUIDELINES

METHODOLOGY TIME
1 Introduction to Data Journalism

Definition and historical perspective

Scope: Why Data Journalism is important for a reporter

Skills required by a data journalist

To achieve an overall idea of Data Journalism  

To understand the need, vitality and Scope of the data journalism

 

 

 

Lecture, PPT,

Interactive sessions, Assignments

 

 

 

 

12  hours

2 Getting Data

 Primary Data

The Web as Data Source

Crowd sourcing Data

Traditional Data sources

To develop skills to finding data Emphasis should be on investigation

 

 

Lecture, PPT,

Interactive sessions, Assignments,

 

 

 

 

10  Hours

3 Understanding Data

Become Data Literate

Tips for Working with Data

Using Microsoft Excel to analyze data

 

 

To know the meaning and reading of Data and its tools

 

 

To make them understand editorial and technical aspects of Data

 

 

Lecture, PPT,

Interactive sessions, Assignments,

9 Hours
4 Presenting Data

 As news reports

As charts and maps

As info-graphics

Data presentation tools

Preparing for visualization and equip them presentation skills Focus should be on creative part Lecture, PPT,

Interactive sessions, Assignments, Group activities

9 Hours

References

What is data driven journalism? http://en.wikipedia.org/wiki/Data_driven_journalism

Examples of data-driven journalism by Mindy McAdams: http://mindymcadams.com/tojou/2012/data- journalism-examples

Philip Meyer’s award-winning stories: www.ire.org/tag/philip-meyer-journalism-awards/

Ten tools: Thibodeaux, Troy. 2011. Ten tools that can help data journalists do better work, be more efficient. www. poynter.org/how-tos/digital-strategies/147736/10-tools-for-the-data-journalists-tool-belt/