SYLLABUS
St. Joseph’s College, Bangalore
Department of Communication
MA (Advertising and Public Relations)
Course Structure 2019-2020
SEMESTER I: (CORE MODULES)
MAP 1119: COMMUNICATION THEORY AND PRACTICES
CREDIT: 4 HOURS: 60
Course objectives
The course offers students a comprehensive theoretical understanding of major
communication theories and practices. A critical examination and analysis of major
communication theories will give students an in-depth understanding of the complex networks
and structures they will encounter in the contemporary field of communication.
Course description
Unit 1
Evolution of human communication — age of signs and symbols, age of speech, age of writing,
age of printing, age of mass communication; Communication definitions.
Unit 2
Basic communication models of Aristotle, Lasswell, Berlo, Shannon and Weaver, and Frank
Dance. Types of communication: Verbal and nonverbal communication; Intrapersonal
communication; Interpersonal communication (IPC); IPC effectiveness factors; Group
communication, Public communication, and Mass communication; Barriers in communication.
Unit 3
Authoritarian theory, Libertarian theory, Soviet-Communist theory, Social responsibility theory,
Development communication theory.
Suggested books for reading
● DeFleur, M. L. & Dennis. E. E. (1996) U nderstanding Mass Communication: A liberal arts
perspective, Boston: Princeton NJ, Houghton Mifflin
● James Watson (1998) Media communication- an introduction to theory and process, Palgrave
Macmilan
● Joseph A DeVito (2008) Human Communication: The Basic Course, Pearson Education Limited
● Kevin Williams (2003) U nderstanding Media Theory, Bloomsbury Academic
● McQuail, D & Windahl. S (1993) C ommunication Models for the study of Mass Communication,
London: Longman
● McQuail, D (2010) M ass Communication Theory- An Introduction, S age Publications Pvt Ltd
● Melvin Lawrend DeFleur, Sandra Ball-Rokeach (1989) Theories of Mass Communication,
Longman
● McLuhan, Marshall (2001) Understanding Media: The Extension of Man, Routledge Classics
● William. F Eadie (2009) The Communication Revolution, Sage Publications Pvt Ltd
MAP 1319: ADVERTISING: PRINCIPLES, CONCEPTS AND MANAGEMENT
CREDITS: 4 HOURS: 60
Course Objectives
This course introduces students to the principles, concepts and management of Advertising. It will
expose students to the foundations of Ad Agency and Brand Management and prepare them for the
advanced courses later on in the graduate program
Unit I
What is Advertising?
● History – social, legal and conceptual foundations
● Significance, objectives and functions
● Basic theories and applications
● Classification and types of Advertising
● Determining Advertising Opportunity of a Product/Service/Idea, Types of Appeals and
Advertising Messages
Unit II
Agencies and Advertisers
● Evolution of advertising agencies
● Types of Advertising Agencies
● Departments
o Function and Scope (Account Planning, Account Servicing. Creative- Copy & Art,
Media, Production, Billing, HR etc.)
● Ad Agency: Functions, Types, Structure, Departments, Remuneration, Pitching,
Client-Agency Relationship
● Revenue and Commission Systems
● Strategy, Planning and Persuasion
Unit III
Turn to the ‘Digital’
● Digital Media Landscape (Cross Device Based)
● Augmented Reality & Other Emerging Trends
● Digital Media Integration across Advertising, Market Research, Activation & Creative etc.
● Advent of Hybrid Advertising (Online merging with Offline)
● Digital Laws –IT Act/ TRAI, GDPR
Unit IV
Account Management
● Introduction - scope, definition, responsibilities, implementation
● Agency - Client relationship: stages and factors affecting the relationship,
o The pitching process, simulation
● Briefing Process:
1. Agency - Media Interface
2. Agency Revenue Process
3. Setting and Allocating Budget, Various Methods of Budgeting
● Budget and Audit Process:
1. Budget allocation
2. Agency revenue
3. Auditing
● Publisher & agency partner ecosystem
● Deciphering client briefs
MAP 2419: Consumer Behaviour
CREDIT: 4 HOURS: 60
Course Objectives
This course acquaints students with the study of consumer behaviour in order to understand the
complex individual purchase decisions of consumers. Drawing from academic and industry research and
practice, this course will give students a strong foundation to key social and psychological process
underlying consumer behaviour.
UNIT I
Introduction to Consumer Behaviour and Consumer Research
● Introduction to Consumer Behaviour
o Definition, Consumer and Customers, Buyers and Users, Organisations as Buyers
o Development of Marketing Concept
o Consumer Behaviour and its Applications in Marketing
o Consumer Research Process
UNIT II
Consumer Personality and Motivation
● Need identification and classification
● Use of personality, purchase pattern
o understanding needs and segment markets
● Brand & Brand Ambassador congruence mapping
UNIT III
Social Class and Group Influences on Consumer Behaviour
● Nature of Social Class, Social Class Categories,
● Money and Other Status Symbols, Source of Group Influences
● Reference groups
● Group norms and behaviour
● Consumer socialization
● Opinion leadership
UNIT IV
Consumer’s Decision and the Decision Models
● Nature of Situational Influence, Situational Variables
● Types of Consumer Decisions
● Nicosia Model of Consumer Decision-making (Conflict Model)
● Howard-Sheth Model
● Engel, Blackwell, Miniard Model (Open System)
● Problem Recognition
● Information Search and Evaluation of Alternatives
● Outlet Selection, Purchase and Post Purchase Behaviour
MAP 1419: PUBLIC RELATIONS: PRINCIPLES AND PRACTICES HOURS: 60
CREDIT: 4
COURSE OBJECTIVE
This course enables students to become proficient in the foundational principles and practices
of the discipline of Public Relations.
Unit I
What is Public Relations?
● Working definitions - Nature and scope of public relations.
Unit II
Four elements of Public Relations
● Public Relations as a Social Philosophy of Management
● Public Relations as Policy Decisions
● Public Relations as Action
● Public Relations as communication.
Unit III
Evolution of Public Relations
● Public Relations as "free" advertising.
● The rise of mass production - foundations of Professional Status –
● Pioneers in Public Relations - Professional Associations - International Associations and
Foundations.
Unit IV
Development of Public Relations in India
● Early stages of conscious Public Relations
● Post Independence Public Relations
● Professional Public Relations
● Present Status.
Unit V
Public Relations’ O rganisations
● Public Relations Officer
● Traits of Public Relations Officer
● Organisation of a Public Relations Office.
● Internal and External Publics - Employees - share holders - Government - Customers -
Dealers – Suppliers -Press-Community around.
MAP 1519: CONTEMPORARY MEDIASCAPES HOURS: 30
CREDIT: 2
Course Objectives
Critically understand and analyse media studies across different historical, comparative and cultural
contexts. Critically evaluate media representations of gender, class, caste, sexuality, religion.
Course Description
Unit 1
Theorizing Culture and Media
● “What is Culture?”; What is the role of media in culture and society
● Media and Culture as composite cultures, communication as culture in process
● Perspectives on mass society: mass production, consumption mass culture- popular
culture
● Mediation of social relations - Media as agents of socialization and mediators of political
reality
Unit 2
Culture, Ideology, and Hegemony
● Early model of cultural studies. The Frankfurt School, Birmingham School; Hegemony &
Culture Industry
Unit 3
Media and Public Spheres
● Culture and mass media theories; Mediascapes
Unit 4
Gender and Culture
● Cultural understandings of gender and media
Unit 5
Technology & Culture
● Does culture shape technological advancement or is culture merely the context for it?
● Technological determinism
● Intersection of technology and culture
MAP 1619: CAMPAIGN PLANNING (Practical)
CREDITS: 4
Course Objectives
● To acquaint students with the creative processes of brand building
● To enable students to integrate the learning of various courses while conceptualizing,
planning and producing campaigns in groups
The individual groups will simulate the workings of an ad agency with students representing various
areas like Account Management, Media Planning, Creative, Production etc. They will produce a
campaign on a brand/social issue, which will be judged by a panel of experts from the industry