Master of Marketing CommunicationDocument Transcript
SCHOOL OF MEDIA AND COMMUNICATIONMASTER OF COMMUNICATION(MARKETING)Duration 2 years Full TimeSyllabus Outline2013
Name and Duration of the CourseThis is a Two year course and the name of the course will be Masters In MarketingCommunication.Course DescriptionThe course provides students with the necessary conceptual, technical andanalytical skills in Marketing Communications. It also enhances soft skills inleadership, organizational behavior, decision making, business communication etc.The three Specializations offered are: Marketing, Media and Advertising.The students will undergo an industry internship for 8-10 weeks to get a betterunderstanding of business environment and real organizational problems. Thecourse also includes a Rural Communication Project for 4-5 days as part of SocialMarketing Course.The students will be undertaking a dissertation which will help them to specialize intheir chosen area.ObjectivesThe objective of this course is to create future leaders in Communication Management. Thecourse seeks to groom students as brand strategists. The students will learn to buildbrands from the consumer’s perspectives using communication media such as digitaltechnologies, advertising and corporate communications.The present global order has witnessed the rapid strides made in the communicationsector. Communication is also one of the fastest growing sectors of the Indian economy.Of the several sectors of the economy that have changed dramatically in the recent past,there is one where such change has been manifested profoundly – Media andCommunication. We have witnessed in our lifetime not only an overwhelming increase inthe number of media, but emergence of new media and an almost simultaneousconvergence between them.The last few years have opened new challenges and exciting possibilities for thoseengaged in communication education. At the same time, a growing number of studentsseek high-quality education from reputed institutes that render them employable.Learning OutcomesThe booming Indian Media and Marketing industries requires trained and qualifiedworkforce in ever greater numbers.It prepares students for a wide range of careers. As a graduate of the program, thestudents will be prepared to: Client Servicing Copywriting Media Marketing Digital Marketing Public Relation Media Planning Creative / Visualizer Event Marketing Brand ManagementAfter completing the course one can also pursue M. Phil. and Ph.D.
SYLLABUS OUTLINECourseCodeModule Lectures TutorialTotalCreditsFIRST SEMESTERMBCM101 Introduction to Communication 3 1 4MBCM102Marketing CommunicationManagement3 1 4MBCM103 Principles of Management 3 1 4MBCM104Introduction to Economics &Business Finance3 1 4MBCM105Advertising Practice andManagement3 1 4MBCM106Organizational Behavior andDynamics3 1 4MBCM107 Career Enhancement Program -I 2 2 4TOTAL 28SECOND SEMESTERMBCM201Integrated MarketingCommunication3 1 4MBCM202 Culture and Communication 3 1 4MBCM203 Brand Management 3 1 4MBCM204 Consumer behavior 3 1 4MBCM205 Account Planning 3 1 4MBCM206Customer RelationshipManagement3 1 4MBCM207 Career Enhancement Program -II 2 2 4Total 28THIRD SEMESTERMBCM301 Marketing Research 3 1 4MBCM302 Entrepreneurship & Innovation 3 1 4MBCM303 Digital Marketing 3 1 4MBCM304 Advertising & Media Laws 3 1 4MBCM305 Social Marketing & Rural Project 3 1 4MBCM306 Career Enhancement Program -III 2 2 4Specialization (2 courses each for Advertising, Media & Marketing)MBCM307Distributions and LogisticsManagement (Marketing)2 1 3MBCM308Strategic Brand & ProductManagement (Marketing)2 1 3MBCM309 Media Planning & Buying (Media) 2 1 3
MBCM310 Media Marketing (Media) 2 1 3MBCM311Visualization andConceptualization (Advertising)2 1 3MBCM312Advertising Production andPlanning (Advertising)2 1 3Total 30FOURTH SEMESTERMBCM401 Account Management & Servicing 3 1 4MBCM402 Knowledge Management 3 1 4Specialization (2 courses each for Advertising, Media & Marketing)MBCM403Sales and Promotions(Marketing)2 1 3MBCM404Retail Marketing Communication(Marketing)2 1 3MBCM405Media Rating and AudienceMeasurement (Media )2 1 3MBCM406 Social Media ( Media) 2 1 3MBCM407Corporate Communication & PR( Advertising)2 1 3MBCM408Campaign Planning &Management ( Advertising)2 1 3MBCM409 Career Enhancement Program -IV 2 2 4MBCM410On the Job Live Project (2Months)8MBCM411 Dissertation - 834Total= 120 Credits