MIT-Pg CC (Final)

MIT Art, Design & Technology University, Pune
MIT- International School of Broadcasting & Journalism
Post Graduate Programme in

Corporate Communication
MA [CC]
MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 1

Program Curriculum
Objective:
To make students aware of the importance of Corporate Communication, its critical role in
corporate organizations and prepare them for corporate communication challenges.
Learning Outcomes:
 Students have a basic understanding of what corporate communication is, what its
role in corporations is, and the different perspectives on corporate communication
 Students can use theories and concepts of corporate communication and public
relations to develop corporate communication strategies, taking account of the
corporate identity, vision and values
Career prospects:
There are rich and varied opportunities available in Business Corporations, PR Specialist
Service Providers, Advertising Agencies, NGOs, Government Divisions and Departments,
Academia and in the Mass Media News and Entertainment Industry Corporations.
Admission Criteria:
1. Eligibility for Admission:
Bachelor’s degree from any discipline from a recognized university. Candidate who has
appeared for their final year degree examination may also apply.
2. Selection Process:
 Online form should be submitted on University website or Institute.

 Student will be communicated for Common Entrance Test (CET) details through
email, after registration.
 Merit list will be declared on website based on performance in CET.
 Program ordinances are as per the University academic ordinances, 2017

Course Description:
Semester I Semester II
Conceptualizing Communication Advertising
Principles of Economics Public Relation Practices
Integrated Marketing Communication Consumer Behaviour
Marketing Writing for Mass Communication
Semester III Semester IV
Employee Communication Strategic Marketing
Corporate Communication CSR
Crisis Communication Digital Marketing and Advertising
Communication Research Laws and Ethics in Marketing and Advertising
Internship Dissertation

Program Credit Structure
Semester I
Course Type/ Category Credits Teaching Evaluation of

Code: per paper Hrs. Marks Marks
Course Name L T P (min. per per
week) Paper
Int.eval Univ.exm
Conceptualizing Communication 3 1 0 4 4 30 70 100

MA101
Principles of Economics 3 1 0 4 4 30 70 100
MA102
Integrated Marketing Communication 3 1 0 4 4 30 70 100

MA103
Marketing 3 1 0 4 4 30 70 100
MA104
Total 16

Internal Assessment / Evaluation:
Each theory oriented (L: 0: 0 and L: 0: P = 3:0:0 and 2:0:2) subject comprises of 30 marks of
internal evaluation and final exam will be of 70 marks. For internal (continuous) assessment,
a teacher may select a variety of procedures for evaluation (depending on the requirement of
the subject)
 Mid Term Test/ Open Book Test - 10 Marks

 Written Assignments- 20 Marks
Each Practical oriented subject (L: 0: P that is 1: 0: 4) comprises of 70 marks of internal

evaluation and final exam will be of 30 marks. For internal (continuous) assessment, a
teacher may select a variety of procedures for evaluation (depending on the requirement of
the subject)
 Case Study
 Extension/Field/Experimental Work
 Lab Work

Semester II
Course Type/ Category Evaluation of Marks

Code: Course Name Credits per Teaching Marks per
L T P paper Hrs. Paper
(min. per Int.eval Univ.exm
week)
Advertising 4 4
3 1 0 30 70 100
MA201
Public Relation Practices 4 4
3 1 0 30 70 100
MA202
Consumer Behaviour 4 4
MA203 3 1 0 30 70 100
Writing for Mass Communication 4 4

MA204 3 1 0 30 70 100
Total 16

the subject)


the subject)
 Case Study
 Lab Work

Semester III

Code: Course Name Credits per Teaching Marks per
L T P paper Hrs. Paper
(min. per Int.eval Univ.exm
week)
Employee Communication 4 4
3 1 0 30 70 100
MA301
Corporate Communication 4 4
3 1 0 30 70 100
MA302
Crisis Communication 4 4
MA303 3 1 0 30 70 100
Communication Research 4 4
MA304 3 1 0 30 70 100
Internship
MA305 - - - - - 100 - 100
Total 16 20

the subject)


the subject)
 Case Study
 Lab Work

Semester IV

Code: Course Name Credits Teaching Hrs. Marks per
L T P per paper (min. per Paper
week) Int.eval Univ.exm
Strategic Marketing 4 4
3 1 0 30 70 100
MA401
CSR 4 4
3 1 0 30 70 100
MA402
Digital Marketing and Advertising 4 4
MA403 3 1 0 30 70 100
Laws and Ethics in Marketing and Advertising 4 4

MA404 3 1 0 30 70 100
Dissertation
MA405 - - - - - 100 - 100
Total 16 20

the subject)


the subject)
 Case Study
 Lab Work

Course Detailing:
Semester I
Conceptualizing Communication
Unit 1: Types of Communication: Intrapersonal, Interpersonal, Group Communication, and

Mass Communication, Verbal and Nonverbal Communication, Importance of Kinesics,
Functions of Mass Communication
Unit 2: Models of Communication: (Classical, Intermediary, Interactive, Transactional

Models): Aristotle’s definition of Rhetoric, Berlo’s SMCR Model, Shannon-Weaver’s
Mathematical Model, Westley and MacLean’s Conceptual Model, Newcomb’s Model of
Communication, George Gerbner’s Model, Schramm’s Interactive Model, Dance’s Helical
Spiral Model and Ecological Models.
Unit 3: Theories and Ideologies of Mass Communication: Four theories of Press,

Developmental & Democratic Participation Theory, Media Effects: Hypodermic Needle,
Two-Step Flow Theory, Gate-keeping, Psychological and Sociological Communication
Theories: Cognitive Dissonance, Selective Perception, Selective retention, Selective
attention, Selective exposure, Cultivation Theory, Needs and Gratification, Agenda Setting
(McComb), Powerful Effects of Media : Dominant Paradigm, Diffusion of Innovations,
Spiral of Silence.
Suggested Readings:
 McQuail’s Denis: Mass Communication Theory (New Delhi, Sage Publication, 2007)
 Armand Matterlart: Theory and Practice Theories of Communication 1998 (Sage
Publications)
 Biagi Shirley: Media/impact: An introduction to mass media (Australia: Wadsworth
Cengage, 2010)
Learning Outcome:
 Obtain a general knowledge of the basic theories of human communication, their

origin, and their most well-known proponents
 Learn how to communicate effectively with others of varying beliefs and values and
in a variety of contexts
 Evaluate the various strategies by which these theories can be applied and function.

Semester I
Principles of Economics
Unit 1: Basic Economics: Concepts and Definitions: Why study economics? Scope and
method of economics; the basic competitive model; prices, property rights and profits;
incentives and information; rationing; opportunity sets; economic systems.
Unit 2: Various Theories: T R Malthus, Adam Smith, Karl Marx to Welfare Economics
propounded by Nobel Laureate Dr. Amartya Sen. & Dr. Jagdish Bhagwati.
Unit 3: Introduction to Macroeconomics: Basic issues studied in macroeconomics;

measurement of gross domestic product; income, expenditure and the circular flow; real
versus nominal GDP; price indices; national income accounting for an open economy;
balance of payments: current and capital accounts.
Unit 4:Introduction to Microeconomics: How Markets Work, Markets and Welfare

Markets and competition; determinants of individual demand/supply; demand/supply
schedule and demand/supply curve; market versus individual demand/supply; shifts in the
demand/supply curve, demand and supply together; how prices allocate resources: The Laws
of Marginal and Equal-Marginal Returns etc.
Suggested Readings:
 Basic Economics: A Citizen's Guide to the Economy Book by Thomas Sowell

 Understanding media economics Book by Gillian Doyle
 Principles of Microeconomics and Principles of Macroeconomics by G. Mankiew,
Professor of economics at Harvard University.
Learning Outcome:
 Students should be able to identify and evaluate consumer and business alternatives in
order to achieve economic objectives efficiently

Semester I
Integrated Marketing Communication
Unit 1: Understanding Integrated Marketing Communication: Concept, Definitions,

Creating an Integrated Marketing Communication Plan, What are ATL and BTL? Tools for
ATL and BTL, The difference between ATL and BTL
Unit 2: Elements of IMC: Sales promotion-Different types of Sales Promotion, advantages

& disadvantages, Public Relation & Publicity- Types of PR, Process, advantages &
disadvantages. Types of Publicity, Direct Marketing- Features, advantages & disadvantages,
Personal Selling- Features, advantages & disadvantages, Advertising- Features, advantages &
disadvantages.
Unit 3: IMC components: Advertising Tools, Promotional Tools, Integration Tools,

Activation Tools
Suggested Readings:
 Blackeman, Robyl: Integrated marketing communication: Creative strategy from idea

to implementation (New Delhi: Pinnacle, 2010)
 Kolter Philip & Armstrong: Principles of Marketing (London Prentice Hall)
Learning Outcome:
 Understand the principles and practices of marketing communications, involving tools

used by marketers to inform consumers and to provide a managerial framework for
integrated marketing communications planning
Assignment Details:
Q1: A Media Audit: Group work, word limit indication: 1500 words, Pick a company or product that
has been advertised very heavily here in Pune, across a range of media. First, give some background
on your company / product. What it is, the customer need it fulfils, and a description of the customers
it serves. Then tell me about three of the media they are using, in broad terms these may be one of:
newspaper, television, direct mail, radio, magazine, event marketing etc. Be careful not to ignore the
MINOR types of media. For some companies the small media is VERY, VERY important. Think of
Clipsal or Red Bull with sponsorship or Carlton United with viral or even Coke with sales promotion
(those huge supermarket ends).
For each of the three media you choose, do a quick discussion of the strengths and weaknesses of the
media, critically present the ads (YouTube URLS, other URLs, screen shots, photos, verbatim
descriptions of radio ads etc) and then tell me what they achieved. Write a conclusion of some sort
that lets me know your paper has finished, and add your reference list.

Q2: This is designed to create a real-world scenario of a marketing team launching a new product /
brand via a creative advertising and promotion campaign. All group projects will require a 15 minute
presentation, and each individual team member will be required to submit a 3-5 page paper which is a
part of the group’s advertising campaign.
Q3: Do you think Rasna has best promotional tools? Justify and Compare top 3 smart phones and
explain their competitive advantages

Semester I
Marketing
Unit 1: Introduction to the Marketing Process: What is marketing? Understanding

customer needs, wants and demands, Understanding market
Unit 2: Marketing Strategy and Marketing Mix: What comprises marketing

strategy? Segmentation, Targeting, Differentiation, Positioning, Introduction to Marketing
Mix
Unit 3: Product Mix: Levels of a product – Core value, actual and augmented product,
Product decisions – attributes, branding, packaging, labelling, support services, Product line
decisions – line filling, line stretching, Product mix decisions – width, length, depth,
consistency, Services – Characteristics and its marketing
Unit 4: Price Mix: Cost based and value based pricing, Type of costs, New product pricing
strategies – Market skimming, market penetration, Product mix pricing strategies – Captive
product, optional product, product bundling pricing, Price adjustment strategies – Discounts
and allowances, psychological, dynamic and promotional pricing
Unit 5: Place Mix: Distribution channels and types, Types of intermediaries – wholesalers,
distributors, agents, retailers, internet, franchising, Distribution strategies – Intensive,
exclusive and selective, Factors that determine place mix
Unit 6: Promotion Mix: Major promotion tools – Advertising, Public Relations, Sales
promotion, Personal selling, direct marketing, developing a marketing communication
plan, Promotion strategies – Push and Pull strategy
Suggested Readings:
 Kumar Niraj: Marketing Communication Theories & Practical (New Delhi, Himalaya
Pub. 1998)
 Blythe Jim: Marketing Communication (Pentice Hall 2000)
 Joel R Evans & Barry Berman: Marketing (Collien Macmillan)
 Zikmund G William: Marketing (5th edition) (West Publishing Company2000)
Learning Outcome:
 Demonstrate the ability to justify marketing strategies and advocate a strategically

informed position when considering marketing plan implementation.

Semester II
Advertising
Unit 1: Definition, Importance and Functions of Advertising, Importance of Advertising in

Modern Marketing, Role of Advertising in the National Economy, Types of Advertising:
Commercial, Non-commercial, Primary demand and Selective Demand, Classified and
Display advertising, Comparative advertising, Co-operative advertising. PACT and
DAGMAR Approaches
Unit 2: Agency Structure: Roles and Responsibilities Across Levels: Evolution of Ad

Agencies- Various Stages and Current Status, Various Functional Departments and Scope of
their Works (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
Unit 3: Advertising Media & Advertising Agency: Print Media: Newspaper, Magazine,
Poster, And Direct Mail – Electronic Media: Radio and Television – Concept of Out-of-
Home Media (OOH) and Indoor Media – New Media: Online Ads, Blogs, Spam – Media
Mix – Media Planning – Media Strategy -Role of an Ad Agency -Various Departments of an
Ad Agency -Campaign Planning
Unit 4: Copywriting: introduction responsibility of copy writer, creative strategy :planning

and development, Offline copy writing - Writing copy for mail order, direct mail, yellow
pages, trade directory, Classified advertisement, B2B advertising Different types of copy,
Online copy writing - Search Engine Optimisation (SEO), Website copywriting, Writing
email newsletters.
Suggested Readings:
 Ogilvy David: Ogilvy on Advertising (London, Prion Books. 1997)

 Vilanilam J.V. & Varghese A.K: Advertising Basics (Sage Publications, India, 2012)
 Dorothy, Cohen: Advertising, (USA: Scott. Forsmon and Co. 1988)
 Monley Lee, Johnson Carla: Principles of Advertising: A Global Perspective (Viva
Books, New Delhi, 2007)
Learning Outcome:
 Apply basic advertising theories and principles to practice

 Synthesize broader liberal arts knowledge with the principles of advertising in order
to create effective advertising campaigns

Semester II
Public relation Practices
Unit1: PR –Concepts, function, elements and component of PR, Brief History of Public
Relation. The Evolution of PR- the Pioneers and their Works (Ivy Lee and Edward Burney),
The PR Process: Defining the Problem, Why it is Problem, the Strategy, Media Selection,
Feedback and Evaluation; Laws and Ethics in PR-PRSA and PRSI, Case Studies
Unit 2: Models and Theories in PR – What is Theory? Grunig’s-Hunt Model: From

Asymmetrical Communication to Symmetry. Problem-solving and planning in PR - RACE,
ROPE, other programming models.
Unit 3: Defining Publics of PR -Internal and External, Understanding Various Concepts:

Press Agentry, Publicity, Propaganda, lobbying and Advertising, Tools of PR: Media
Relations, Media Tours, Newsletters, Special Events, Speaking Engagements, Sponsorships,
Employee Relations, Community Relations and Philanthropy
Unit4: PR and Writing: journal, Printed Literature, Newsletters, Position Papers/Opinion

Papers and White Papers, audio video news release and Blogs
Unit 5: PR in the age of New Media: Scope, Challenges and Opportunities, Social Media –
Platforms, Analytics and Campaigns, Online PR Strategies Building Brand Reputation
Management, Relationship Building in an Internet age – How organizations use websites,
social networking sites and other digital platforms to communicate with their Stakeholders
and Media.
Suggested Readings:
 McQuail’s Denis: McQuail’s mass communication theory, 2010

 Cutlip Scott Et Al: Effective Public Relations (London, 1995)
 Brown Barbara Diggs: The PR Style Guide (Thomson Wadsworth 2000)
 Gregory Anne: Public Relations in Practice (2 edition) (Kogan Page India Pvt. Ltd.
2008)
 Brown Rob: Public Relations & the Social Web, (Kogan Page, 2009)
Learning Outcome:
 Demonstrate and employ the use of data to support dynamic user interaction with
digital content.
 Discuss and analyse how public relations concepts are used in public and private
sector practice.
 Apply a body of theoretical and practical knowledge and specific skills in public
relations in which to base your professional practice or future study

Semester II
Consumer Behaviour
Unit 1: Understanding Consumer Behaviour: Concept, Definitions, Models and

Applications, Human Psychology and Behaviour, Concepts and Theories on Human
Motivations
Unit 2: The Consumer Behaviour Mapping and the Consumption Decision Making journey
and Process, Role of Consumption and Emerging Consumerist Tendencies and Lifestyle,
Need for Pre and Post Consumption Behaviour Mapping, Factors influencing Consumer
Behaviour, Importance of Understanding Multi-Cultural Consumer Behaviour, Consumer
Segmentation and its Importance in Marketing Strategy, Segmentation Parameters and
Framework – Demographic, Psychographic and Usage-Graphic Segmentations
Unit 3: Indian Consumer Profile: Understanding Consumer Lifestyles, Deriving Consumer

Insights and commonly used Research Techniques, Consumer Behaviour Research: How to
choose the most responsive segment, Understanding Online Consumer Behaviour, Culture,
Spotting Challenges and Opportunities.
Unit4: Understand Owner and Investor Relationships (internal and external)
Suggested Readings:
 Peter J Paul & Olson Jerry C: Consumer Behaviour- Marketing Strategy Perspective
(Illinois: Richard Irwin Inc, 1987)
 Zikmund G William: Marketing (5th edition) (West Publishing Company2000)
Learning Outcome:
 To define the conception of consumer behaviour and reveal its importance in the
context of marketing.
 To identify factors that influence consumer behaviour.
 To describe the target market and determine the positioning strategy according to
consumer characteristics and behaviour

Semester II
Writing for Mass Communication
Unit 1: Writing for Print Journalism: writing longer news story, Inverted pyramid, writing for
Broadcast Journalism- TV broadcast script writing, Introduction to feature writing/personality
profile, Writing Feature Stories
Unit 2: Writing Advertising Copy, Writing for Public Relations: how to write a news release
Unit 3: Begin online news writing, online content editor, Writing for Web Journalism, How
to write online news story and best news Web sites, Social media networks, Introduction to
blogging
Suggested Reading:
 Stovall, James Glen. Writing for the Mass Media. Eighth Edition. Boston: Allyn and
Bacon. 2006.
 Goldstein, Norm, editor. The Associated Press Stylebook and Libel Manual. Addison
Wesley Publishing. (2009 or later)
Learning Outcome:
 Correct newspaper style in news writing

 The ability to write hard news copy in an informative and timely way
 The ability to write an online news story, including breaking news
 The ability to write features that capture reader interest
 The ability to write a blog based on original content
 The ability to write broadcast news copy that stresses immediacy and basic news
value

Semester III
Employee communication
Unit 1: Define employee communication, its two subtypes, and how it differs from other
types of corporate communication.
Unit 2: Communications Vehicles: Ways to Deliver Your Messages to Internal Audiences
Unit 3: Organizing for internal communication, identifying the internal audience, developing
the internal situation analysis.
Unit 4: HR Communications and its Importance - Crafting Messages to Employees and

When They Are Needed
Unit 5: Explain the role of employee communications in developing and maintaining positive
internal stakeholder relationships leading to business performance. Constructive strategies to
deal with inter-organizational conflict. What is organizational identification, and what is the
role of employee communication in maintaining or developing it? - Discuss organizational
silence: what causes silence to develop, and how does it impact employee participation?
Internal communications messaging and strategies
Suggested Reading:
 Corporate Communication (4 edition.). Los Angeles: Sage Publications Ltd.

 Miller, K. (2012). Organizational Communication. Approaches and Processes
(6th· Edition.)
 Frandsen, F. and Johansen, W. (2010). Strategy, Management, Leadership and Public
Relations (in Heath, R., ed., the Sage Handbook of Public Relations). Los Angeles:
Sage
Learning Outcome
 To explore Organizational Communication theory and research.

 To understand theories and perspectives used to examine employee communication.
 To recognize communication issues in organizations and apply communication
concepts, models, and theories to resolve such issues using multiple perspectives.

Semester III
Corporate Communication
Unit 1: Defining Corporate Communication. What is the difference between a corporation’s

vision, mission and objectives? Why Corporate Communication is Important? Different
perspectives on what corporate communication is (or should be), and how this has evolved in
tandem with the evolution in the position of communication experts in the organization.
Unit 2: Stakeholder Theory - Corporations increasingly need to entertain relations with a

variety of stakeholders: this has resulted in a broadened perspective on communication,
called stakeholder theory. - Defining and Segmenting Stakeholders in Corporate
Communication - Various kinds of Organizational Communications - Elements of a
Corporate Communication Plan, Trade media and its relevance in CC, Media (Press Kits,
Developing Media Linkages. Press Releases- Announcements, Major Announcements, Trend
Press Releases, Feature Study Releases, Video News Releases, Webcasts).
Unit3:Corporate Communication Strategies and Tools: Applications-Crisis

Communication - Communication in times of Crisis and Conflict, Corporate Image
Management, Corporate Identity - importance of a clear corporate identity, and how this can
be established and maintained through communicative efforts, Events, Sponsorships, Trade
Shows, Corporate Advertising, CC/PR in Brand Building, Corporate Social Responsibility &
Sustainable Development - CSR, and the role of corporate communications therein., Investor
Relations, Communication Strategy - development and execution of communication
strategies.
Suggested Reading:
 Corporate Communication (4 edition.). Los Angeles: Sage Publications Ltd.

 Miller, K. (2012). Organizational Communication. Approaches and Processes
(6th· Edition.)
 Frandsen, F. and Johansen, W. (2010). Strategy, Management, Leadership and Public
Relations (in Heath, R., ed., the Sage Handbook of Public Relations). Los Angeles:
Sage
Learning Outcome
 Students have a basic understanding of what corporate communication is, what its
role in corporations is, and the different perspectives on corporate communication

Semester III
Crisis Communication
Unit 1: An introduction to crisis and issues management from public relations and
engagement perspective, the anatomy of an issue or crisis and the corresponding issue
management or crisis response campaign, analyze a crisis, Communicating Risk
Unit 2: Crisis Communication Plans, Elements of a crisis or issues management plan.

Organizational dynamics and identifying the team, Crisis Communication Theory, Who’s in
Charge? Crisis Management Teams
Unit 3:Rumors and Cyber crises, Natural Disasters, Cultures: Foreign and Domestic,
Consumer-Related Crises, Managing message in issue and crisis campaigns, Managing media
in issue and crisis campaigns
Suggested Reading:
 Fearn-Banks, Kathleen Crisis Communications, a Casebook Approach, 3rd Ed. (2007)

Pub: Erlbaum. “Textbook” Cases. Rumors and Cybercrises. Natural Disasters.
Cultures: Foreign and Domestic. Death and Injury. Consumer-Caused Crises. The
Crisis Communications Plan. Appendices.
 Glass Jaw: A Manifesto for Defending Fragile Reputations in an Age of Instant
Scandal
 Harvard Business Review on Crisis Management
 Crisis Management: Planning for the Inevitable, Fink
 Thinking Strategically: The Competitive Edge in Business, Politics and Everyday
Life, Dixit and Nalebuff The PR Crisis Bible, Cohn ISBN: 978-1419681691
Learning Outcome
 To provide a comprehensive understanding of the crisis management process and

related planning.
 Students will understand the impact of crises on the community, on the organization,
and on its stakeholders.

Semester III
Communication Research
Unit 1: Research: Types and Process: Meaning and objectives of research, Types of
research, Research Approaches – quantitative and qualitative, Research Process – the steps
involved, Defining the research problem
Unit 2: Research Design and Sampling: Defining the research design, Features of a good
design, Concepts relating to research design, Types of research design, Sampling – Steps in
sampling design, sampling procedure, Types of sampling – Probability and Non-Probability
Hypothesis – its characteristics, testing of hypothesis
Unit 3: Tools of Data Collection: Primary and secondary data, Observation method,
Interview method, Collection of data through questionnaire, Collection of data through
schedule, Content Analysis, Case Study Method
Unit 4:Survey as Data Collection Technique: Survey – Meaning, concept and utility
Planning, organizing and conducting survey, Public opinion survey – methods used by print
and electronic media, Election related survey – opinion poll and exit poll,. Readership
survey– NRS, Viewership survey – TRP
Unit 5 :Data analysis and Report Writing: Processing of data – editing, coding,
classification, tabulation, Analysis of data, Measures of central tendency – Mean, median and
mode, Interpretation of data – inferences drawn from the study, Report writing – steps
involved, layout of the research project, Measuring impact, evaluation, monitoring and
feedback
Unit 6: Social Media Metrics: Measuring the impact of social media, what can we measure?
Which measures matter most?
Suggested Reading:
• Booth, W., Colomb, G., & Williams, J. (1995). The craft of research. Chicago:
University of Chicago Press.
• Morgan, S. E., Reichert, T., & Harrison, T. R. (2002). From numbers to words:
Reporting statistical results for the social sciences. Boston, MA: Allyn & Bacon.
• Rubin, R. B., Palmgreen, P., & Sypher, H. E. (1994). Communication research
measures: A sourcebook. New York: Guilford Press.
• Rubin, R. B., Rubin, A. M., & Piele, L. J. (1999). Communication research:
Strategies and sources. (5th Ed.). Belmont, CA: Wadsworth.

Learning Outcome
• Master the concepts and technical vocabulary of communication research, and be

able to use this language appropriately
• Comprehend the relationship between theory and research methods in the study of
communication as a social science

Semester IV
Strategic Marketing
Unit 1: Strategy Formulation – Vision, Mission, Objectives and Goals of business and their
relationship with Strategic Marketing Management. Considerations for formulation of
marketing strategies for all components of Product, Price, Promotion and Distribution.
Unit 2: Strategic Marketing Management – Objectives & concept of Strategic Marketing

Management - Strategy Definition
Unit 3: Strategic Marketing analysis – SWOT Analysis, GAP Analysis – Competitive

Analysis – Porter’s 5 forces Model of competition, McKinsey’s 7s framework for analyzing
and improving organizational effectiveness.
Unit 4: Marketing Strategy Implementation – Integration of Marketing Strategies and their

application to different business sectors – FMCG, Industrial, & Services. Constraints in
marketing strategy implementation.
Unit 5: Specific strategy initiatives – New product development and introduction strategies,
Planned or unplanned strategy withdrawals / obsolescence, Contingency / alternative strategic
planning, Brand Strategies in FMCG markets, Rural and export marketing strategies,
Marketing strategies for IT and ITES industries.
Unit 6: Marketing Strategy Evaluation – Marketing Audits & their scope – Measurement
of Marketing Performance and its feedback to next year’s marketing strategy formulation.
Unit 7: Marketing Strategy Case Studies - (One contemporary case study to be

incorporated in the question paper) One case study on each of the strategy initiatives
(Product, Price, Promotion and Distribution as well as People, Process & Physical Evidence)
for different business sectors.
Suggested Reading:
 Marketing Management: Analysis, Planning & Control: - Phillip Kolter

 Business Policy & Strategic Management – Azar Kazmi
 Strategic Marketing-David W.Cravens, Nigel f.Piercy
 Marketing Strategy, TMH Ed. - Boyd Walker, Mullins Larrech
Learning Outcome
 Knowledge and understanding of: The role of marketing within an organisation at

corporate and functional level Setting objectives adopting the SMART criteria The
tools, concepts and models for strategic marketing evaluation, decision and
implementation

Semester IV
Corporate Social Responsibility
Unit 1: Introduction to CSR: (i) Key components of CSR: Improving Risk Management
and Accountability; and Creating Shared Value and Opportunity (ii) Key components of CSR
governance: Public Governance; Corporate Governance; and Civic Governance
Unit 2: Evolution of CSR -CSR and the law of economics - CSR and social legitimacy- CSR
expectations in rich and in poor societies -The evolving role of stockholders -The iron law of
social responsibility- Moral and economic arguments for CSR
Unit 3: The Role of Stakeholders in CSR - Stakeholder advocacy - The role of business in
society- Consumers' awareness and willingness to pay for socially responsible corporate
behaviour - The communications revolution and its impact on CSR - Globalization and CSR -
Different stakeholders, different perspectives- Success and failure with CSR initiatives -
Corporate response to citizen demands via CSR - The five stages of organizational growth in
CSR
Unit 4: The Strategic Importance of CSR Implementation - CSR as a balance between

organizational means and ends - The strategic lens: vision, mission, strategy, and tactics -
Environmental and other global forces propelling CSR - Impact of globalization and
communications technologies- The strategic CSR model - The business-level CSR threshold -
Implementing CSR - CSR as competitive advantage
Suggested Reading:
 Crowtheer, David; Aras, Guler Corporate Social Responsibility, 2008

 Crowtheer, David & Sefi, Shahla Corporate Governance and Risk Management, 2008
 Crowtheer, David; Aras, Guler Corporate Social Responsibility: Part I - Principles,
Stakeholders & Sustainability, 2008
 Crowtheer, David; Aras, Guler Corporate Social Responsibility: Part II - Performance
Evaluation, Globalization and NFP's, 2008
 Crowtheer, David; Aras, Guler Corporate Social Responsibility: Part III - Strategy &
Leadership, 2008
Learning Outcome
 This course aims to provide students with a foundation of concern on what is and
what should be the relationship between global corporations, local business entities,
government of countries and individual citizens.

Semester IV
Digital Marketing and Advertising
Unit 1: Introduction to Digital Marketing: Introduction to Digital Marketing, What is

marketing? How we do Marketing? What is Digital Marketing? Benefits of Digital marketing
Digital marketing platforms and Strategies, Comparing Digital with Traditional Marketing
Unit 2: Introduction to SMM: What is Social Media? SMM Vs. SMO, Benefits of using
SMM, Social Media Statistics, Why use Social Media Marketing, Social Media Strategy
,Impact of Social Media on SEO
Unit 3: Inbound Marketing: what is Inbound Marketing? Why use inbound marketing,
Understanding the target audience, Stages of Inbound Marketing, Types of Content for
marketing, content generation ideas, Content Marketing Strategy
Unit 4: Defining Digital Advertising: Evolution and Current Status, Digital Media
Landscape, E-mailers and Search Engine Optimization, Mobile Marketing
Unit 5: Digital Advertising Agencies – Structure and Functions, How mainstream

advertising agencies are going Digital and Integration today, Digital Media Integration across
Advertising, Market Research, Activation etc. Advent of Hybrid Advertising (Online
merging with Offline), Various Case Studies: Successful and Disasters Brand Presence on
Social Media
Suggested Readings:
 Ryan Damian, Clvin Jones: Understanding Digital Marketing (2 Edition)(Replica

Press Pvt. Ltd. India, 2012)
 Brian Sheehan: Online Marketing, 2010
 Bird Drayton: Common Sense Direct & Digital Marketing (Kogan Page India Ltd,
2008)
 Manukonda R.: Advertising Promotions and News Media (DPS Publishing House
India, 2013)
 Vilanilam J. V. & Varghese A.K: Advertising Basics (Sage Publications, India, 2012)
Learning Outcome:
• Analyse the use of different forms of digital marketing in the development of an

online presence.
• Develop a plan for marketing a product of business online.
• Integrate social media tools into a marketing communications strategy.
• Explore the evolution of digital advertising and evaluate digital ad placement
options.

Semester IV
Laws and Ethics in Marketing and advertisement
Unit 1: Legal Framework Pertaining to Marketing: Consumer Rights, Drug and Cosmetic
Act etc. Legal Issues in Product Development, Intellectual Property Rights- Patent Laws,
Copyright Act and Design Act, Pricing Decisions, The Competition Laws: Competition Act
2002 and 2007, the Role of Competition Commission of India, Digital Laws- Types of cyber
crimes - Information Technology Act, TRAI and Various Ethical Issues.
Unit 2: Advertising ethics: social responsibility and self regulation, Advertising agencies,
Advertising Standards Council of India & case studies, Laws relating to advertising and
article 19(1) & 2 of constitution, sections relating to advertising in IPO Code 1868 and Indian
Contract Act 1872, Advertising code of publishing advertisements in print and electronic
media, Young Persons Harmful Publication Act 1956, Censorship and Advertising, Patents &
Trademarks Act.
Suggested Readings:
 Kotler Philip & Armstrong: Principles of Marketing (London Prentice Hall)

 Kumar Niraj: Marketing Communication Theories & Practical (New Delhi, Himalaya
Pub. 1998)
Learning Outcome:
 Understand the role and importance of ethical decision making in the marketing
environment.
 Able to apply a range of theories to analyse opportunities in more complex marketing
concepts

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MIT Art, Design & Technology University, Pune

MIT- International School of Broadcasting & Journalism

Post Graduate Programme in

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 1

1. Eligibility for Admission:

 Online form should be submitted on University website or Institute.

 Program ordinances are as per the University academic ordinances, 2017

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 2

Conceptualizing Communication Advertising

Principles of Economics Public Relation Practices

Integrated Marketing Communication Consumer Behaviour

Marketing Writing for Mass Communication

Semester III Semester IV

Employee Communication Strategic Marketing

Corporate Communication CSR

Crisis Communication Digital Marketing and Advertising

Communication Research Laws and Ethics in Marketing and Advertising

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 3

Course Type/ Category Credits Teaching Evaluation of

Conceptualizing Communication 3 1 0 4 4 30 70 100

Integrated Marketing Communication 3 1 0 4 4 30 70 100

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 4

 Mid Term Test/ Open Book Test - 10 Marks

Each Practical oriented subject (L: 0: P that is 1: 0: 4) comprises of 70 marks of internal

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 5

Course Type/ Category Evaluation of Marks

Writing for Mass Communication 4 4

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 6

 Mid Term Test/ Open Book Test - 10 Marks

Each Practical oriented subject (L: 0: P that is 1: 0: 4) comprises of 70 marks of internal

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 7

Course Type/ Category Evaluation of Marks

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 8

 Mid Term Test/ Open Book Test - 10 Marks

Each Practical oriented subject (L: 0: P that is 1: 0: 4) comprises of 70 marks of internal

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 9

Course Type/ Category Evaluation of Marks

Laws and Ethics in Marketing and Advertising 4 4

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 10

 Mid Term Test/ Open Book Test - 10 Marks

Each Practical oriented subject (L: 0: P that is 1: 0: 4) comprises of 70 marks of internal

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 11

Unit 1: Types of Communication: Intrapersonal, Interpersonal, Group Communication, and

Unit 2: Models of Communication: (Classical, Intermediary, Interactive, Transactional

Unit 3: Theories and Ideologies of Mass Communication: Four theories of Press,

 Obtain a general knowledge of the basic theories of human communication, their

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 12

Unit 3: Introduction to Macroeconomics: Basic issues studied in macroeconomics;

Unit 4:Introduction to Microeconomics: How Markets Work, Markets and Welfare

 Basic Economics: A Citizen's Guide to the Economy Book by Thomas Sowell

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 13

Integrated Marketing Communication

Unit 1: Understanding Integrated Marketing Communication: Concept, Definitions,

Unit 2: Elements of IMC: Sales promotion-Different types of Sales Promotion, advantages

Unit 3: IMC components: Advertising Tools, Promotional Tools, Integration Tools,

 Blackeman, Robyl: Integrated marketing communication: Creative strategy from idea

 Understand the principles and practices of marketing communications, involving tools

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 14

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 15

Unit 1: Introduction to the Marketing Process: What is marketing? Understanding

Unit 2: Marketing Strategy and Marketing Mix: What comprises marketing

 Demonstrate the ability to justify marketing strategies and advocate a strategically

MIT INTERNATIONAL SCHOOL OF BROADCASTING AND JOURNALISM, PUNE I INDIA Page 16