PGDM (C)-2 (2017 - 19) Batch

Curriculum
No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
Term 4
Core :

Students gain understanding of key concepts such as change, sustainability,

1 Communication for Social Impact Part I
equity, inequality, co-equal sharing, empowerment, and participation at the
core of communication and social impact. The course develops familiarity
with key stakeholders in the social change sectors( e.g. government,
corporate, non-profit etc.) and career options as well as major
Commn. 1 8 Manisha Shelat
communication for social impact approaches. Students begin to understand
the process of development of communication strategy and action plan for
multi-stakeholder engagement that is a key to success of social impact
programs.

This is a simulation based course that brings the real world of marketing and
strategy in classroom. Participants devote more energy and learn alike
from their success and mistakes.
The mathematical model of the simulation is based on solid theoretical
foundations, and the underlying formulas have been extensively tested.
The main objectives of MARKSTRAT are
2 Markstrat SM 2 16 Anita Basalingappa

segmentation and positioning strategy as well as operational marketing

through simulation

The project aims to expose the students to rural realities in India. Students
work on communication and marketing strategies to meet rural needs in
partnership with social sector organisations. Pre-immersion workshops are
conducted to sensitise students about rural life and also train them in
3 Rural Immersion Project Commn. 2 16 IN-HOUSE Mini Mathur ethnographic and market research methods.

Making the participants understand and appreciate the nuances of supply

Venkatramanan
4 Supply Chain Management BM 2 16 RN Panda chain and its applications to relevant industries and especially the
Krishnamurthy ecommerce and distribution companies in particular.

The course is not intended to create lawyers but rather media professionals
who are aware of the law and who are able to successfully operate within
various legal parameters with certain ethical standards. A possible
consequence of this in a business or even while being self employed or
working with / under someone would be a possible maximization of profits
while restricting potential and possible business exposure. The Media in
India has always been and is still dynamic in nature. In the contemporary
Darshan environment where the only thing certain is change and where competition
5 Media Law and Ethics MEM 1 8 VF Ashwin and the need to win is being ingrained from early stages, how does one face
Trivedi new emerging challenges ? As persons who seek careers in the Media /
Communication industry, it is important to understand certain legal issues
which will either directly or indirectly impact the individual and / or his
professional career. This course / module deals with the various challenges
and laws and legal issues which will either directly or indirectly be faced and
impact the individual and / or his professional career in the Media industry.
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
Dissertation
The dissertation module helps an individual to develop the ability to frame
issues and pursue them in a scientific and systematic manner. It gives the
student an opportunity to contribute to the knowledge base of the world. It is
crucial for students to appreciate and understand the purpose, principles,
processes and value of the dissertation to derive maximum benefits from
this module of the PG program. The objective of this module is to help the
1 Crafting Dissertation Workshop 1 8 Varsha Jain students to commence their dissertation work by giving them hands-on
experience of the various components of research and explaining to them
the institute’s procedure for doing dissertations. It also intends to reorient
students in conceptualizing possible research issues/problems/gaps,
application of research methods, and data analysis techniques, and in
crafting a dissertation that meets professional standards.

General Electives
The course concentrates on entrepreneurship in Indian start up eco system
BM/ UT Rao/ Siddharth and opportunities for start ups in the global environment. Also,
1 Starting the Start up 2 16 UT Rao
DPS Deshmukh understanding start up models and resources by interaction with successful
founders.
The course concentrates on organisational changes with reference to M&A s
and their different stages, the regulatory framework of M&A s in India, their
stage specific issues &challenges, and the important frameworks to
2 Managing Change and Negotiation BM 1.5 12 Anjali Bansal/VFs Anjali Bansal successfully implement M&A specific changes, conducting , negotiations,
and hence, a three sessions long simulation is conducted to have hands on
experience on negotiation skills during change scenario
LN Mishra RN Panda 1. Analytical thinking and problem solving 2. Behavioral characteristics 3.
3 Business Consulting Boot Camp BM 1.5 12 Business knowledge 4. Communication skills 5. Interaction skills 6. Tools
and technology
Will familiarize students to new marketing concepts, ideas from other fields,
and innovative practices to win consumers
Key Areas of Study
Blue Ocean Marketing
Long Tail Marketing
4 Innovative Marketing SM 1 8 CD Mitra
Frugal Innovation
Collaborative Marketing & Co-creation
Learnings from Behavioural Economics and Cognitive Neuroscience
New approaches in consumer research

Understand the behaviour of shoppers in different formats towards

5 Retail & Shopper Marketing SM 2 16 Mini Mathur
benefitting manufacturers, retailers, shoppers and consumers
Introduce basic Time series forecasting techniques to its participants.Study
historical data to find patterns and to produce forecasts through
6 Business and Demand Forecasting BM 1.5 12 Niyati Bhanja Niyati Bhanja
extrapolation. Estimation of different forecasting techniques using software
i.e. Excel and Eviews.
This course is designed to familiarize students with concepts of Brand-i;
treating yourself as a brand in professional and personal life. It will give an
overview of branding self and the strategies that are relevant in the current
7 Brand i: Be the Brand MEM 1 8 Sanjeev Kotnala era. The course will also get the participant to create brand statement and
strategies for implementation. It will be conducted in a highly interactive and
participative manner. In certain areas, paired open discussion within and
outside the class will be encouraged.
This course deals with the agenda setting role of mass media that direct and
dictate the choices of mass, decision-makers in different situations. This
course introduces some of the main concepts of media agenda setting and
Darshan
Santosh Kumar issues affecting the media and addresses some of the interesting methods
8 Media Agenda Setting MEM ME 1 8 Ashwin
Patra/Vivek Law that determines ‘what’ and ‘how’ to think aspect of people. The course would
Trivedi envelope areas like public agenda setting, policy agenda setting and
business agenda setting role of media by discussing historic cases over the
world.

Sr.# Name of course
Specialization
9 Emerging Platform & Future Trends MEM/DCM
Advertising& Brand Management
Decoding Consumer Categories And
1 ABM
Brands
Measurement and Metrics: Brand, Media
2 ABM
and Advertising
3 Introduction to Account Planning & AP workshop
ABM
No of No. of Faculty Course Descriptor Pre- Cap
Area Coordiantor requisite (if
credits sessions Faculty
Media and Entertainment Industry is ever evolving. With the technology any )
changes and inventions, the media consumption patterns have changed
drastically over a period of time. The global media and entertainment
Darshan industry is standing at a crossroads of digital revolution, disruption, invention
Darshan Ashwin and innovation. The emerging platforms are building new connections for the
ME 1 8 Ashwin
Trivedi consumers of media and entertainment industry. This course will give the
Trivedi students an understanding of how emerging platforms are affecting
business. They will lean to observe and understand the pattern how the new
ventures are emerging with the change in technology, innovation and
inventions.
As the world moves from the industrial to knowledge era, the business of
‘making things’ has slipped down the value chain, making way for the
business of creating ideas. Brand building is (potentially!) a fascinating blend
of science and intuition. On one hand is the need to understand the hard
nosed ground realities of business, the numbers, the growth patterns, the
economics of it all. On the other is the study of people - their irrationalities,
Amit Kumar/Ketaki
Anita their sub conscious compulsions interacting with dizzying socio cultural
SM 3 24 Rituraj/Abhinav
Basalingappa change of which they are a part. Over time, the very role of brands has
Agarwal undergone change – from markers of quality to carriers of meaning,
reflecting cultural conflicts of the times they exist in. This course takes a look
at the business of brand idea building through a series of lectures,
workshops and projects, aiming to put a semblance of method to what must
remain a chaotic, iterative, uncertain and hence exciting process!
The positioning and communications conveyed by advertising across media
platforms set the tone and timing for many other sales and promotion efforts.
Advertising is a key element of marketing mix which is cost heavy and
notoriously difficult to evaluate. It has been an uphill task to track incremental
sales associated with investing across media communications.
Media Industry is increasingly facing dramatic disruption on many fronts - in
the way it creates content, distributes content to consumers and monetizes
audience. Data is used robustly for measuring the results and impact of
advertising and communication strategies. Whether the reporting metric is a
hard metric, such as sales and market share or more qualitative, such as
Antia Anita awareness, data is widely used to understand effect of campaigns and to
SM 2 16
Baslingappa/VFs Basalingappa develop audience. Measurement is the most challenged on the metrics front.
Media fragmentation has fostered a lack of consistent standards making it
difficult to carry out a seamless view of measurement across paid, owned
and earned media.
This course introduces metrics across offline and online platforms that are
currently used by media agencies.
The course covers brands that need to market themselves and hence
metrics such as brand equity, brand value and customer equity are
addressed. Measurement and metrics across above the line and below the
activities are covered here.
The bottomlne of any measurement is best interpreted with human
The agency workshops have been designed keeping in mind that AP is a
skill to be acquired and needs a lot of “on the field” work and consumer
research. The agency workshops are totally driven by consumer research
and live cases shared by the agency. Students work in groups and meet real
consumers and try to implement the different methods in order to arrive at
consumer insights or in other words “the BIG idea”! They get a chance to
Falguni V. implement the entire account planning process and develop an
SM 2 16 Falguni V Oza /VFs
Oza understanding of how strategies are created for brand communication. The
workshop aims at bringing out the association that advertising has with the
overall marketing plan of a company and sets the ground for students to
work with agencies on the live cases in the AP workshops. This will also
discuss account management as a function in advertising agency.
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
FMCG industry has been one of the most active industries when it comes to any )
actively pursuing the consumers through newer and better focused
approaches to marketing. A lot of it arises from the hyper-competitive nature
of the industry and also because of ever changing priorities and needs of the
consumer.
The recent times have also witnessed entry of players both at the bottom
and at the top of the pyramid and hence there has been spurt in the
Anita
4 FMCG Branding ABM SM 2 16 Swapnil Kumar competitive heat in the industry across various established touch points like
Basalingappa
mass media advertising as also development of newer ways of reaching the
consumer and the shopper through point of purchase activities.
The course aims at presenting the changing landscape of the industry and
also the way a company like HUL looks at both opportunities and challenges
and how marketing is implemented to handle the same.

Marketing Analytics
1. Provides a framework to understand and skills to dive deep into
Consumer Psyche and garner consumer insights.
2. It will explore the relationship between qualitative research and consumer
insights
3. Research techniques covered under the course are:
1 Consumer Insight Mining MA SM 2 16 Rajneesh Krishna Focus group discussion 120
Depth Interview
Observation and Ethnography
Metaphor elicitation test
Projective tests

Help participants utilize visuals to convey business insights more effectively.

The course will help participants discover insights quickly from large amount
Rajneesh
2 Data Visualization MA SM 1 8 VFs of data, design appropriate charts to convey insights and craft a compelling 90
Krishna story for actionable decisions.

Provides an introduction to a programing language, and its use in

organizing, exploring data and doing statistical analysis.
Ability to explore, understand, discern and hypothesize relationship among
Ashutosh
3 Advanced Methods for Marketing Analytics (AMMA)
MA SM 3 24 VFs variables. 90
Dutt Knowledge of advanced statistical techniques like Decision Trees, Random
Forest and Logistic Regression
Formulate a marketing strategy from analytics.
Media & Entertainment Management
(1) Understanding the role of media in the broader strategic communication
landscape, (2) Introducing to the process of critically evaluating media
Darshan options, (3) Purchasing or placing strategic communications in media
Strategic Audience Research & Media Pratibha
1 MEM ME 3 24 Ashwin outlets, (4) Scheduling media weight in a manner that achieves
Planning Vinayak/VFs
Trivedi communication goals, (5) Evaluating the impact of media on audience
members.

2 Social Media & Content Marketing
Social media has become an integral part of consumers' life. This course will
look at the paid, owned, earned media framework of digital media. We will
study social media as a digital channel for driving digital marketing
Jay Trivedi / Amit campaigns and also as a tool for online reputation management. We will
DCM/MEM DPS 3 24 Jay Trivedi
Kishore / VF study content marketing as a brand's communication output. We will deal
with the usage of content in social media, and use of content to drive a
strong social media strategy for a brand.

Sr.# Name of course
3 MEM Project (In lieu of Dissertation)
Digital Communications Management
1 Search & Display Advertising
No of No. of Faculty Course Descriptor Pre- Cap
Area Coordiantor requisite (if
Specialization credits sessions Faculty
Introduction: Following the global insights on future of jobs, more and more any )
individuals opting for entrepreneurship due to lack of availability of jobs as
well as wanting to enjoy more freedom; this year Media and Entertainment
Management Area has decided to offer a project as the culmination of the
entire programme’s learning.
Dynamics: Each student who has opted for the specialization will get to
select one project from the Media and Entertainment Management Area.
They will have to write one-page proposal to the Area leader. This proposal
will either be selected, or selected with changes. Once the proposal is
Darshan selected, the student will get to work with a co-founder of choice from the
Darshan Ashwin industry. Mostly this co-founder will be from the Alumni network / a person
MEM ME 2 16 Ashwin
Trivedi/VFs the student is comfortable working with. Both the co-founders will go
Trivedi
through a workshop on design thinking and gamification. Once they have
gone through the process, an internal mentor will be allocated to them. The
mentor will be giving them timely feedback through the major processes:
gathering empathy data, making list of possible ideas, finalizing an idea,
working on prototype, user feedback, implementation of ideas, working on
the pitch, business plan and project report. This project will then be ready to
be pitched to the MICA Incubator. At this juncture the student will have an
option of either executing the idea or taking up a job through MICA
Placement cell.
Search & Display advertising are an integral part of any paid digital media
plan. This course will look at search & display as an integral part of a digital
marketing campaign and how to master each of them. It will take indepth
DCM DPS 3 24 Jay Trivedi / VF Jay Trivedi look at search engine optimisation and search engine marketing with focus
on Pay Per Click (PPC) advertising on Google AdWords. The creative,
technical and management aspects of digital display & video advertising
(banner ads) will be covered under display advertising.

2 Social Media & Content Marketing
Social media has become an integral part of consumers' life. This course will
look at the paid, owned, earned media framework of digital media. We will
study social media as a digital channel for driving digital marketing
Jay Trivedi / Amit campaigns and also as a tool for online reputation management. We will
DCM/MEM DPS 3 24 Jay Trivedi
Kishore / VF study content marketing as a brand's communication output. We will deal
with the usage of content in social media, and use of content to drive a
strong social media strategy for a brand.

Media and Entertainment Industry is ever evolving. With the technology

changes and inventions, the media consumption patterns have changed
drastically over a period of time. The global media and entertainment
industry is standing at a crossroads of digital revolution, disruption, invention
Darshan
Darshan Ashwin and innovation. The emerging platforms are building new connections for the
3 Emerging Platforms & Future Trends MEM/DCM ME 1 8 Ashwin
Trivedi consumers of media and entertainment industry. This course will give the
Trivedi students an understanding of how emerging platforms are affecting
business. They will lean to observe and understand the pattern how the new
ventures are emerging with the change in technology, innovation and
inventions.
Ideation & Customer Discovery Industry Siddharth Siddharth Mentor approved idea; initial business model canvas developed, initial set of
4 2 hypothesis written up, and tested in the market.
Capstone Project (in lieu of dissertation) DCM DPS 16 Deshmukh Deshmukh
Total 53.5 428
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
Term 5
Core
The course will also offer an overview over the main concepts, tools,
Venkatramanan techniques, and methods, allowing the participants to analyze industries or
1 Multi-Sectoral Analysis in the Indian Context BM 1.5 12 RN Panda
Krishnamurthy sectors, as well as to assess their evolution, their performance, and their
dynamics.
The part 2 of the course is focused on strategic leadership in designing,
implementing, and evaluating communication programs for social impact.
Students get insights into the social impact program cycle and its
2 Communication for Social Impact Part II Commn. 1 8 Manisha Shelat management; Evidence-based decision making for designing and
implementing communication programs for social impact and hands-on
experience in developing a communication strategy and action plan for multi-
stakeholder engagement.
General Electives
Students would learn how to use the concepts they have learned in
Accounting, Financial Management, and Macroeconomics courses in
Security Analysis and Portfolio Management. For the purpose of investment
management, financial assets can be grouped into major asset classes:
1 Global Business and Portfolio Management BM 2 16 VF RN Panda Equities, Fixed Income Securities, and Derivatives, Alternative Investments
(Real Estate, Venture Capital, Private Equities, and International
Investments etc.). In this course we will focus mostly on Equities.

This course enables learning in the various functions like of HRM like:
compensation management, taxation on various components of
compensation, staffing, recruitment and selection, industry specific methods,
2 People Management BM 1.5 12 Anjali Bansal Anjali Bansal employee development, career progression, employee relations, workplace
place environment, employees’ health and safety, mediation and arbitration,
the influence of government legislation on industry, and human rights
legislation and employment equity.
The objective of this course is to provide students with an introduction to
various approaches to the intersection of economics and sustainability. The
3 Green & Sustainable Economics BM 1.5 12 RN Panda/GF RN Panda course will provide students with the basic concepts and associated tools
needed to enable them to analyse issues and problems at the interface of
the economy and the environment from a range of viewpoints.
In depth understanding of various products, their variants and comparability.
Products Market trends and future potential. Existing practice in industry.
Legal restriction for sales promotion. Customers acquisition and after sale
4 Marketing of Financial Products BM 1.5 12 Shantanu Metha RN Panda
services. Investors’ Education for long term success. Revenue model and
cost structure of products as well as services.

Understand marketing strategies for sports-related businesses and brands

keen to leverage sports platforms
Develop a conceptual framework of Sports Marketing
Key Areas of Study
Sports Marketing vs. Other kinds of Marketing
5 Sports Marketing SM 2 16 CD Mitra CD Mitra Understanding the Sports Consumers
Sports Marketing Mix
Creation of Sports Properties
Dynamics and strategies of sponsoring sporting events/ properties
Managing and Leveraging a Sports Celebrity

Sr.# Name of course
6 Metaphor and Narratives (M&N)
7 Business of TV Production
8 Dynamics of Media Sales
Advertising& Brand Management
1 B2B Marketing
2 Behavioural Architecture
No of No. of Faculty Course Descriptor Pre- Cap
Area Coordiantor requisite (if
Specialization credits sessions Faculty
This course is premised upon the understanding that what we call “reality” is any )
a construct; amorphous, polysemic and plural. However, driven by a near-
primal need to impose a sense of order and chronology on chaos, we tell
stories. To go a step further we are, or become, the stories we tell. We
situate stories in the coordinates of time, space and sequence and thereby
create narratives. Of the many literary and cognitive devices that make
Harmony
Commn. 1.5 12 narratives effective, metaphors do it most successfully. This course
Siganporia discusses metaphors in/and narratives, as not merely figures of speech, but
explicit and complete expressions of non-verbal communication. In addition,
it also begins to outline the contours of an emerging area of study in ‘brand
story-telling’, and introduces students to research methods like auto-
ethnography and ZMET (Zaltman Metaphor Elicitation Technique).
Indian television market is highly competitive. The country has more than
800 television channels approved by the government, and many more cable
Darshan networks. This course will create opportunities for students to learn aspects
Darshan Ashwin
ME 1 8 Ashwin of conducting television production business. The course will cover aspects
Trivedi like content management, resource management, legal, administration,
Trivedi
business development and client servicing of television production business.
Darshan •Ecosystem of media sales is ever changing. We are at a fast pace shifting
Ashwin from traditional media system to disruptive media system. Despite the
Trivedi disruption today India is an advertising driven market. Having said that,
there is a tremendous need to develop innovative models of monetization to
support the revenue functions. The dynamics of sales practices are also
ME 1 8 Sanjeev Kotnala evolving with these changes. This particular course is designed for those
who have inclination to join the business verticals of Media and
Entertainment industry. In this one credit course you are going to get
exposed to aspects of monetization within media and entertainment industry
platforms. This piece is going to be key for transformation process of media
organizations.
B2C transactions are different from B2B in terms of complexity of
transactions but other parameters make B2B transactions more important
and intricate to manage. The purpose of this course is to explore the field of
B2B marketing across a range of products and services. This involves a
study of application of core marketing concepts and exploring key elements
Vinod Kumar Falguni V
ABM SM 1 8 of business-to-business exchanges. An understanding of terminology and
Srivastava Oza application of concepts shall provide the correct vocabulary for B2B careers.
It is important for students to understand the nuances of B2B transactions as
an independent marketing function as differentiated from the B2C marketing.
This shall help bring to focus significance of B2B Marketing.
Cognitive Neurology and Behavioral Economics are the new fundamental
sciences that are providing behavioral scientists with a whole new
perspective. 90% of what we know about the human brain have been
discovered in the last 10 years. Thanks to the emergence of Cognitive
Neurology we now have a fundamental theory to explain all aspects of
human behaviour. The sessions will focus on the latest understanding of the
human memory system, processing of stimuli in the brain, neuro biology of
CD Mitra/ Biju Anita emotions and the importance of context in all decision making.
ABM SM 1 8
Dominic Basalingappa Behavioural Economics explains in detail hitherto unexplored aspects of
human behaviour, the irrational nature of human beings. Human brain takes
many a cognitive short cuts called heuristics. The sessions will discuss some
of the most common heuristics that we all use in our day-to-day lives and
how they can be used to develop more effective communication.
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
The course will cover components, concept and characteristics of luxury
branding, type of luxury consumer, luxury consumption across the world and
in India, creating and managing luxury brand and its business model, digital
3 Luxury Branding SM 1 8 Varsha Jain Varsha Jain
luxury branding in different markets and its future. This course will give
holistic view about luxury branding in different product category and industry.

ABM
This course covers marketing and branding of
Rural brands and Regional brands
1) Rural brand
The rural non-farm sector is the way forward, both to boost the rural
economy and also provide sustained income to the villagers. Besides the
Anita problem of products being not market-fit, infrastructure to channelize the
Marketing & Branding of Rural and Regional rural products in urban markets is lacking. This section provides an
4 ABM SM 1 8 Basalingappa/ LK
Products understanding of challenges and ways ahead for marketing and branding of
Vaswani
rural products.
2) Regional brands
This part of the course focuses on branding of regional products. The
emphasis is to cover the differences and similarities across types of brands
and how branding of regional products is undertaken.

Understanding and appreciating the Creative Brief is an essential

requirement for anybody and everybody who wishes to have direct or
indirect relation with the advertising business. This workshop has been
designed keeping in mind how important a Creative Brief is in the agency
Falguni V
5 Creative Brief Writing Workshop SM 1 8 Falguni V. Oza/VF and hence this is a compulsory course for students specializing in
Oza Advertising Management. This course is taught in a workshop format with an
industry professional who brings in real examples of briefs from advertising
agency and trains students on writing a Creative Brief.
ABM
Most companies and relationships with customers are derailed by poor
customer connect & support as companies do not understand the frantic
pace of internet time. The entire supply chain and post sale support can be
disrupted by poor communication channels. This course on CRM explains
6 Customer Relationship Management SM 2 16 Kallol Das/VF Kallol Das the relationship between suppliers, technology and customers, which
together provide the infrastructure for customer connect & support in a
business environment. CRM is a strategy that integrates and leverages
advanced technologies in business chase. The course focuses strategic and
ABM operational CRM.

Marketing Analytics
Introduce students to the field of marketing analytics and explain how it
impinges on strategy formulation
Introduces students to different domains of marketing analytics and methods
Helps students in formulating analytics centric marketing strategies
Themes
Ashutosh Marketing Resource Allocation
1 Applied Areas of Marketing Analytics (AAMA)MA SM 3 24 VFs Marketing Mix Modeling AMMA 90
Dutt
Customer Profitability and Lifetime Value
Media and Advertising Analytics
Next Best Action
Recommender systems
CRM Analytics

Provides an understanding and skills to use institutionalized research tools

and techniques related to different domains of marketing
Key themes
New Product Development and Simulated Test Marketing
2 Applied Areas of Marketing Research (AAMR)MA SM 3 24 VFs Mini Mathur Pricing Research 90
Advertising Research
Market Potential Assessment
Stakeholder Management
Key drivers and funnel analysis

Sr.# Name of course
Specialization
Media & Entertainment Management
Business of Media & Entertainment Industry
1 MEM
1 - Print, Television, Radio & OOH
Business of Media and Entertainment
2 MEM
Industry 2 -Film, Music, Gaming & Events
3 Digital Marketing Analytics DCM/MEM
4 MEM Project (In lieu of Dissertation) MEM
Digital Communications Management
1 Campaign Planning & Inbound Marketing DCM
2 eCommerce
3 Digital Marketing Analytics DCM/MEM
No of No. of Faculty Course Descriptor Pre- Cap
Area Coordiantor requisite (if
credits sessions Faculty
any )
This course is designed to provide the students with an understanding and
practical insights into managing a media business. This would include an
understanding of the key functions of the business and their dynamics and
Darshan interplay in the effective functioning of the organization. It looks at Print, TV,
ME 2 16 VFs Ashwin radio and OH media and seeks to develop an appreciation of the challenges
Trivedi in managing it as a business, delivering value to its stakeholders. It sharply
focuses on areas of revenue generation, profitability, as well as sales and
distribution strategies.
This course is designed to provide the students with an understanding and
practical insights into managing a media business. This would include an
understanding of the key functions of the business and their dynamics and
Darshan interplay in the effective functioning of the organization. It looks at Films,
ME 3 24 VFs Ashwin Digital, Gaming, VFX, Music, Events media platforms and seeks to develop
an appreciation of the challenges in managing it as a business, delivering
Trivedi
value to its stakeholders. It sharply focuses on areas of revenue generation,
profitability, as well as sales and distribution strategies.
This course will deal with the key performance metrics of each digital
channels and how to set up a KPI framework to measure Return on
Investments (ROI). The course helps develop and understanding of making
DPS 1.5 VFs Amit Kishore strategic marketing communication decisions based on the data in the
analytic streams. It also looks at the various tools available for measuring
ROI in digital channels including the fundamentals of Web analytics and data
collection methods.
Introduction: Following the global insights on future of jobs, more and more
individuals opting for entrepreneurship due to lack of availability of jobs as
well as wanting to enjoy more freedom; this year Media and Entertainment
Management Area has decided to offer a project as the culmination of the
entire programme’s learning.
Dynamics: Each student who has opted for the specialization will get to
select one project from the Media and Entertainment Management Area.
They will have to write one-page proposal to the Area leader. This proposal
will either be selected, or selected with changes. Once the proposal is
Darshan selected, the student will get to work with a co-founder of choice from the
Darshan Ashwin industry. Mostly this co-founder will be from the Alumni network / a person
ME 2 16 Ashwin
Trivedi/VFs the student is comfortable working with. Both the co-founders will go
Trivedi
through a workshop on design thinking and gamification. Once they have
gone through the process, an internal mentor will be allocated to them. The
mentor will be giving them timely feedback through the major processes:
gathering empathy data, making list of possible ideas, finalizing an idea,
working on prototype, user feedback, implementation of ideas, working on
the pitch, business plan and project report. This project will then be ready to
be pitched to the MICA Incubator. At this juncture the student will have an
option of either executing the idea or taking up a job through MICA
Placement cell.
This course looks at Outbound & Inbound marketing as a continuous activity
and marketing automation along the process to increase operational
efficiency. We will addresses the delivery of campaign objectives by studying
the play between various digital channels and their role vis-à-vis the larger
DPS 3 24 Amit Kishore / VFs
marketing plan. The course delved into platforms and technologies designed
to streamline, automate, and measure marketing tasks and workflows, in
order to grow revenue faster through better lead management process.
This course will introduce the basics of running an internet-based retailing
ventures. The course touches upon concepts which are taught in other
DPS 1 8 Jay Trivedi / VF
courses like operations management, marketing and advertising but in the
context of an online retail venture.
This course will deal with the key performance metrics of each digital
DPS 1.5 12 VFs Amit Kishore channels and how to set up a KPI framework to measure Return on
Investments (ROI). The course helps develop and understanding of making
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
Business Model canvas updated, Minimum Viable product (MVP) identified any )
and mocked up; product market fit achieved based on strategic pivot based
Customer Validation & Creation: Industry Siddharth Siddharth
4 DCM DPS 2 16 on discovery phase feedback. Marketing messages validated. Initial
Capstone Project (in lieu of dissertation) Deshmukh Deshmukh customers created/signed up/letters of interest obtained.

Total 43.5 336


Sr.# Name of course
Term 6
Core
Management Control System for Decision
1 BM
Making
General Electives
1 Worshop on Business Law and Taxation
2 Film Studies
Decision Models and Advanced
3 BM
Optimization Techniques
4 Neuro-linguistic programming (NLP)
Advertising& Brand Management
1 Strategic Design Management
Corporate Communication and Repuation
2 SM
Management
Marketing Analytics
No of No. of Faculty Course Descriptor Pre- Cap
Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
Gain insights into the art and science of monitoring and controlling the
1.5 12 VF RN Panda operations and performance of the organization and leading it towards
organizational objectives.
This course helps the students understand the various Taxation policies. It
BM 1 8 VF/GF/UT Rao RN Panda gives them the insights about how to calculate their taxable income and take
care of their other taxes.
Through a history of cinema in India, with a good focus on regional cinema, this
Commn. 1.5 12 Pooja Thomas course will help in understanding spectatorship from a psychoanalytical and
film theory perspective. Open to audit
This course introduces and applies advanced modeling techniques to
managerial decision problems with the objective of enhancing the decision-
1.5 12 Sunita Mall Sunita Mall making capabilities.
This course is designed to familiarize students with concepts of NLP; and
creating a world by their own experience. It will give an overview of NLP:
Neuro Linguistic programming self. NLP is modeling for success and use of
Darshan
ME 1 8 Sanjeev Kotnala language as a powerful influencing tool. The graduate will understand why
Trivedi and how people fall into emotional and behavioral patterns. What prevents
their achieving success? They will be able to transform their lives and move
towards excellence.
How would it be like if you called yourself to be in the business of Winning Hearts
than advertising? How would it be like if you called yourself to be in the business of
Money Spa rather than Banking? What about being a Business
Aesthetician/Physician rather than a Business Consultant. Will it change the way you
do business? Will it make you think of strategies and processes that otherwise is
never ideated? strategies and processes that otherwise is never ideated? Welcome
to the world of Strategic Design Management (SDM). Competitive Edge requires
making the future present. This requires access to new thinking paradigms not easily
accessible to all. Design and Design Thinking is one such area which
mostbusinesses find difficult to understand and hence unleash its power. SDM is
about applying design and design thinking tools and processes to business and
management processes, practices and systems. SDM is more of a top management
and leadership role as opposed to design management which is more of an
operations role. All strategic thinking is about designing the present like no one else.
It is about creating worth that most businesses just dream of but do not know how to
achieve. Most businesses forget that they are selling to humans and hence they
ABM SM 1 8 VF should think like humans and provide what humans need. Understanding the basic
Anita Basalingappa
human sensibilities and their aesthetic aspirations is the basis on which Design
thinking has achieved such success aesthetic aspirations is the basis on which
Design thinking has achieved such success as show cased by Apple, the Body Shop,
Gillette, HUL and all such design driven businesses. The proposed elective intends
to expose the participants to what humans consider as aesthetic or what appeals to
human senses and sensibilities, be it for product, service, ad, etc. The elective also
imparts the role of design and design thinking and its contribution in translating
innovative technology / ideas/ concepts into strategic advantage. The major objective
of the course is to enable understanding of the design process and design thinking so
as to be able to utilize it as a strategic business tool, to be able to generate business
strategies that can bring radical returns. The course will be conducted in highly
reflective, contemplative and experiential mode.
The module will introduce students to significant areas of corporate
Falguni V communication and reputation management like corporate advertising, crisis
1 Ransom D'souza
Oza communication, media relations and so on and so forth.
ABM 8
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
any )
How Artificial Intelligence, Machine Learning and other advance
Ashutosh concepts are changing the business paradigm will be covered in this
1 Analytics Ahead MA SM 3 24 VFs AAMA 90
Dutt course. Applications of above in Advertising, Media and Marketing in
general will be discussed

Media & Entertainment Management

Analytics for Media and Etertainment
1 MEM
Industry
2 MEM Project (In lieu of Dissertation) MEM
Media and Entertainment space is constantly changing due to influence of
data. From smaller chunks of data that is available to infer the business
trends, the Big Data is rapidly challenging the current practices. This 3 credit
course will give application based understanding of the analytics space
Darshan
within the M&E industry. Participants will be exposed to applications of
ME 3 24 VFs Ashwin artificial intelligence, machine learning, sentiment analysis, big data
Trivedi analytics. They will also be introduced to programming languages like R and
Python. The idea here is to make the students think of solution using the
futuristic frameworks. They will also be exposed to readily available panels
for such analytics.
Introduction: Following the global insights on future of jobs, more and more
individuals opting for entrepreneurship due to lack of availability of jobs as well as
wanting to enjoy more freedom; this year Media and Entertainment Management Area
has decided to offer a project as the culmination of the entire programme’s learning.
Dynamics: Each student who has opted for the specialization will get to select one
project from the Media and Entertainment Management Area. They will have to write
one-page proposal to the Area leader. This proposal will either be selected, or
selected with changes. Once the proposal is selected, the student will get to work
with a co-founder of choice from the industry. Mostly this co-founder will be from the
Darshan Alumni network / a person the student is comfortable working with. Both the co-
Darshan Ashwin
ME 2 16 Ashwin founders will go through a workshop on design thinking and gamification. Once they
Trivedi/VFs have gone through the process, an internal mentor will be allocated to them. The
Trivedi
mentor will be giving them timely feedback through the major processes: gathering
empathy data, making list of possible ideas, finalizing an idea, working on prototype,
user feedback, implementation of ideas, working on the pitch, business plan and
project report. This project will then be ready to be pitched to the MICA Incubator. At
this juncture the student will have an option of either executing the idea or taking up a
job through MICA Placement cell.

Digital Communications Management

Amit Kishore / Amit Kishore Connected consumers engage with brands across an exploding &
Siddharth sometimes confusing array of digital platforms. This course aims to untangle
Deshmukh this confusion of new technologies to find what will drive real value for your
1 Digital Futures DPS 1.5
brand and your customers. It is an attempt to look at application of data and
focused insights to make the your business smarter, not just more tech-
DCM 12 enabled.
Increasing penetration and popularity of internet has led to development of
'Citizens Journalism' which has led to different types of movement against
authorities (both state and corporate) seen as totalitarian. This course will
2 Digital Citizenship DCM DPS 1 8 VF Amit Kishore
introduce this emergent phenomenon and discuss related issues such as
role of readers and community and democracy, participation and the
definition of citizens.
Business Case Formation: Industry Siddharth Siddharth Finalized business model canvas, high-level business case/plan developed,
3 DCM DPS 2 16 and elevator pitch presentation, prototype created and used.
Capstone Project (in lieu of dissertation) Deshmukh Deshmukh
Dissertation 6
Advanced courses:
RN Panda To understand the psycho-social aspect of human behaviour and human as
an economic agent. This will also give understanding about the aspects of
1 Behavioural Economics BM 3 RN Panda/ law and economics, relationships and economics , ethical finance and
24 Shubhra Gaur investments, labour market etc. from behavioural angle.
RN Panda/ VF RN Panda To make the participants aware and appreciate the various aspects of
2 Theory of Political Economy BM 3 24 political economy from a historical perspective to contemporary period.
 No of No. of Faculty Course Descriptor Pre- Cap
Sr.# Name of course Area Coordiantor requisite (if
Specialization credits sessions Faculty
This course through two components, Creative Writing and Visual communication, any )
essentially prepares the students towards creating persuasive communication, with a
focus on brand communication. The part I, as title suggest, is related to theory and
craft of persuasive writing. Not all written communications need to be 'creative'. In
fact, some are verily forbidden from any attempt at creativity, lest they be
misconstrued! But all written communications, which aim to persuade or evoke an
emotional response from the reader in one way or the other, need to be 'creative' in
their approach. At such times, the untrained writer's This is minds. This is what builds
a rapport with readers, and facilitates persuasion. It is the foundation upon which
powerful, persuasive and result-oriented writing is built. Indeed, it is the very basis of
successful where creative writing, especially advertising copywriting!CRE comes in.
CRE techniques help enhance written communication skills. It’s a way of relating to
Persuasive Written and Visual Subhash Manisha
3 commn. 3 24 and empathizing with the experiences, and triggering those senses which people
Communication Tendle/Rajan Nair Shelat store in their tendency is to express himself (or herself) in a ‘poetic’ or metaphorical
manner, which is not always relevant, and rarely, successful. The part II deals with
the how ‘seeing’ affects our communication, tries to explore, “Why is a picture worth a
thousand words?” It aims at sensitizing students to visual literacy. It would also equip
them with the relevant skills and knowledge about one of the most important aspects
of communication – understanding visuals. In addition, the course would help
students understand by taking re-look at the ‘creative Strategy’ and how to used it
successfully in creating persuasive communication.

Will address the accusations of marketing being conducted irresponsibly and how
marketers should address them
A mix of lectures, videos, classroom discussions, and mini-workshops

Key Areas of Study

Consumerism – Boom or Bane?
Sustainability – Challenge for Marketers
4 Marketing with Responsibility SM 3 24 CD Mitra Green Marketing – 3Ps
Ecological Intelligence
Issues w.r.t. Responsible Brand Communication
Societal Issues & Corporate Citizenship
Strategic CSR & Role of Marketing
Cause-related Marketing
Branding with Purpose

It is the use of game elements and game thinking to non-game contexts

Workshop mode comprising lectures, cases, in-class exercises and group
assignments
Key Areas of Study
Gamification – What and Why
Games versus Play
Games versus Gamification
5 Gamification SM 3 24 Kallol Das 60
Understanding Game Psychology
Game Elements
Game Thinking
Understanding Fun
Gamification Design Framework
Enterprise Gamification
Applications to Marketing
Total 42 288

Parallel Classes Term-4

Consumer Insight Mining OR Strategic Audience Research & Media Planning
Term-6
Behavioural Economics OR Marketing with Responsibility
Analytics Ahead OR Analytics for Media and Entertainment Industry
Name of area
Business Management (BM)
Communications (commn.)
Media & Etertainment
Digital Platform and Strategies (DPS)
Strategic Marketing (SM)