mmba final curriculum 2014 jntu bos

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Masters of Media Business Administration (MMBA)

OVERVIEW

The Indian Film, Media and Entertainment industry has gone through some remarkable

transformations over the last five years. Two of these transformations radically change the nature

of management recruitment within the industry.

Firstly, the industry is becoming increasingly ‘corporatized’. This means that large, professionally

run companies, such as Reliance, are moving aggressively into media.

Secondly, the industry is becoming increasingly international. Many Indian media companies now

have offices and business interests abroad and we are seeing a growing number of internationalco-productions – media companies in different countries working together to create and

distribute content.

What does this mean for recruitment? It means that companies are looking for intelligent,

professionally trained managers who have a core understanding of the film, media and

entertainment industry. Essentially, Masters of Media Business Management (MMBA).

To answer this need, we have created a unique Masters degree. We blend curriculum and faculty

from top business schools as well as our own Graduate School of Film + Media, to create an

MMBA that combines hands-on film and TV production with management, finance and marketing

training. Additionally, students have the opportunity to enhance their production skills by working

on short films created by students (from the film making department) of the school.

COURSE STRUCTURE AND CURRICULUM

The subjects offered in this course are divided into five streams, each representing a key area of

management training. All subjects in each stream are compulsory. These streams are as follows:

Production: This stream deals with various aspects of film and television production. Subjects

range from Screenwriting to Line Production to News and Television Production. Students are also

given an understanding of the media laws and regulations.

Media Leadership: This stream comprises of the traditional management modules like

Organizational Structure & Strategic Human Resource Management. Students learn how to start a

media business venture from the scratch. Apart from these practical-oriented subjects, there is

also a module on Cultural Studies.



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Finance: This stream deals with both the theoretical and practical aspects of business finance and

statistics. Students learn Financial and Management Accounting and Corporate Finance. They

also learn about the ways to obtain financing for media business projects.

Strategy: This stream introduces students to the strategies followed in the current media

business environment. Students also learn about the current trends in the media business and

management.

Marketing: This stream deals with Marketing. The subjects in this stream deal with basic

marketing theory as well as the marketing of media products in particular. Students also learn the

specifics of understanding and influencing media audience.

COURSE STRUCTURE

SEMESTER 1

Subject code Stream Subject Credit hours Internal

Marks

External

MarksTotal

Theory

MMBA8101 FinanceAccounting for Film &

Media

3 40 60 100

MMBA8202Media

Leadership

Introduction to Media

and Culture3 40 60 100

MMBA8203Media

Leadership

Management

Fundamentals3 40 60 100

MMBA8401 StrategyMedia Business &

Management3 40 60 100

MMBA8502 ProductionFundamentals of

Screenwriting

3 40 60 100

Practical

MMBA8201Media

Leadership

Business

Communication &

Presentation Skills

3 30 20*+50 100

MMBA8301 Marketing

Psychology of

Persuasion and

Consumer Behavior

3 30 20*+50 100

MMBA8501 ProductionFundamentals of

Filmmaking3 30 20*+50 100



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SEMESTER 2

Subject code Stream Subject Credithours

InternalMarks

ExternalMarks

Total

Theory

MMBA8102 Finance Media Economics 3 40 60 100

MMBA8103 FinanceFinancial

Management3 40 60 100

MMBA8104 Finance

Business

Mathematics &

Statistics

3 40 60 100

MMBA8204Media

Leadership

Entrepreneurship

Development3 40 60 100

MMBA8302 Marketing

Film Business,

Marketing,

Distribution and

Exhibition

6 40 60 100

Practical

MMBA8402 Strategy

Transmedia

Strategy and

Production

3 30 20*+50 100

MMBA8503 Production Line Production 3 30 20*+50 100



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SEMESTER 3

Subject Code Stream SubjectCredit

hours

Internal

Marks

External

MarksTotal

Theory

MMBA8105 Finance

Film Finance &

Presentations 3 40 60 100

MMBA8303 Marketing

Contemporary

Advertising Trends 3 40 60 100

MMBA8403 Strategy

Business Research

Methods 3 40 60 100

MMBA8505 Production

International

Coproductions 3 40 60 100

Practical

MMBA8305 Marketing Digital Marketing 3 30 20*+50 100

MMBA8304 Marketing

Campaign Planning

& Execution 3 30 20*+50 100

MMBA8504 Production

News & TV

Production 6 30 20*+50 100

MMBA8601 - Project Synopsis 2 30 20*+50 100



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SEMESTER 4

*Viva Voce

CURRICULUM

YEAR I – SEMESTER I

MMBA8101: ACCOUNTING FOR FILM & MEDIA

COURSE OBJECTIVES:

Accounting for the film and broadcast media industry is a specialist area that requires expertise

and an understanding of the sector. As is the case for any business, a film production’s financial

resources must be meticulously managed and accounted by skilled accountants. In the film

industry, their role is particularly critical as they are involved in accounting process of large sums of

money spent within relatively short period of time through pre-production, production and post-production of a film.

Subject

code Stream Subject

Credit

hours

Internal

Marks

External

Marks

Total

Theory

MMBA8404 Strategy Strategic Management 3 40 60 100

MMBA8506 Production

The Legal Aspects of

Media 3 40 60 100

Practical

MMBA8507 Production

Cost and Management

Accounting 6 30 20*+50 100

MMBA8602 -

Summer Internship -

Project Work 2 30 20*+50 100

MMBA8603 - Project Work - Final 8 30 20*+50 100



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This subject aims to focus on preparing Financial Statements based on Journals,

subsidiary books/ledgers and Trial Balance avai lable in the f i lm industry, analyzing

and interpreting them for effective decision making

Unit I

Importance and Need of Accounting in Media Business

Meaning of Accounting-Users of Financial Statements - Financial Accounting-Cost Accounting-

Management Accounting. Basic Accounting Concepts, Principles and Conventions - Double Entry

Books Keeping - Concept of Capital and Income - Revenue items v/s Capital Items - True and Fair

View of Accounts.

Cases and Examples from Film & Media Industry

Unit II

Accounting Cycle & Principal Financial Statements

Introduction to Accounting Cycle – Journalizing – Ledger Accounts - Preparation of Trial Balance

and Adjustments - Preparation of Profit and Loss Account Preparation of Balance Sheet


Unit III

Financial Reporting and Depreciation

Introduction - Regulatory Environment - Objective of Financial Reporting Developments in

Financial Reporting - Specific Issues in Corporate Reporting, Segment Reporting - Interim

Reporting. Depreciation Policy and Tax Implications - Requirement for Depreciation - Methods of

Depreciation - Accounting for Depreciation - Tax Aspects of Depreciation.


Unit IV

Inventory Valuation, Accounting Standards & Auditing



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Requirement for Inventory Valuation - Methods of Inventory Valuation - Tax Aspects of Inventory

Valuation – Accounting of Inventory- An Overview of Corporate Auditing - An Overview of

Auditing - Need for Auditing - Accounting Standards - Need for Accounting Standards - Indian

Accounting Standards -International Accounting Standards –IFRS.


Unit V

Financial Statement Analysis and Interpretation

Ratio Analysis / Comparative & Common size analysis - Comparative Analysis; Horizontal Analysis;

Vertical Analysis - Ratio Analysis; Types of Ratios: Comparison of Ratios - Statement of Changes in

Financial Position - Fund Flow Statement - Cash Flow Statement.


Mandatory Reading:

• Financial Accounting for Managers, R.Narayana Swamy, 2008, PHI Learning Private Limited,

New Delhi, 3rd Edition

• Fundamentals of Accounting, P C Tulsian, 2013, Tata McGraw Hill Publication-Noida, 13 th

Edition

Reference Textbooks:

• Accounting for Management, Ramachandram. N., Ram Kumar Kakani, 2005, Tata McGraw Hill,

Noida, 3rd Edition

• Accounting – Text and Cases, Anthony. R. N., Hawkins. D. F., Merchant. K. A., 2007, Tata

McGraw Hill, Noida, 12th Edition

• The Essence of Financial Accounting, Leslie Chadwick, 1996, Prentice Hall, New Delhi, 2nd

Edition

• Accounting Standards & Corporate Accounting Practices, T P Gosh, 2011, Taxmann, New

Delhi, 9th Edition

• Accounting Principles, Anthony Robert M and Reece, James S, 1989, Richard Irwin,

Homewood, Illinois, 6th Edition.



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• An Introduction to Accounting for Decision Making & Control, Jerold Zimmerman, 2013,

Mcgraw Hill, Irwin, New York, 8th Edition

• Management Accounting: Text and Cases, Dearden John, 1987, Prentice Hall, New Delhi, 1st

Edition

• Accounting for Financial Analysis, J D Agarwal, 1993,Indian Institute of Finance Publications-

Greater Noida, 1st Edition

MMBA8201: BUSINESS COMMUNICATION & PRESENTATION SKILLS

Communication and presentation skills are two key managerial skills. A manager has to be a good

communicator in order to be effective. Critical and creative thinking abilities are necessary for

effective communication in today's business world. Demonstrating clarity, precision, conciseness

and coherence in the use of language is the hallmark of a good business communicator. This

course introduces key concepts, with an added emphasis on communication across cultures

This course aims and focuses on enabling the students to understand the

fundamental principles of effective business communication Improve business

communication ski l ls for better personal and team performance, organize and

express ideas in writ ing and speaking to produce messages suitably tai lored for

the topic, objective, audience, communication medium and context and Make high

impact presentations.

Unit 1:

Fundamentals of communication

Discuss the basic forms of communication, the process of communication and the barriers to

communication; explain how to deal with the barriers

Oral Communication

Define the characteristics of Non verbal communication--components of Non verbal

communication

Listening-Understand the importance of active listening- Approaches to Listening, How to be a

better listener

Interpersonal Skills

Building positive relationships- Dealing with Criticism- managing conflict- Resolving conflict

Intercultural Communication

Discuss cross-cultural aspects of communication



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Unit 2:

Making effective presentations

Formulating a general and specific purpose- -Choosing the method of speaking--Analysing the

audience- Explain non- verbal dimensions of Presentation

Organising and the presenting the speech

Why organise-the Core statement--organising the speech to Inform, Persuasive speech (the

problem -solution order, the Motivated sequence)-Supporting your ideas.

‘Death by PowerPoint’

Using visual aids; designing and presentating visual aids


Unit 3:

Written Communication

Letter writing:

Understand the audience organizing your message-Business Letters: Routine claims, orders, and

requests

Writing Effective memos

Explain the fundamentals of effective memos--types of memos: Request memo, Confirmation

memo, Periodic report memo, memos about the unpleasant, Persuasive memos.

Report Writing

Discuss the various types of reports: Formal & Informal, Short & Long, Informational or Analytical

reports

Define framework of a report: elements of a report, Executive Summary, Text: Introduction, Body,

Summary, Conclusions and recommendations.


Unit 4:

Organization of Information and Negotiation Skills

Use writing skills to organize and present information according to the specified purpose



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Define Emotional Intelligence & Negotiation skills

Discuss approaches to negotiation--Preparing for negotiation-conducting the negotiation


Unit 5

Teamwork and public speaking

Understand team dynamics; learn to work in teams, develop confidence to speak in public

Creative Thinking

Introduce and explain the concept of De Bono's Six Thinking Hats


Mandatory Reading

• Effective Business Communications, David Irwin, 2009, Viva-Thorogood, London, 1st Edition

• Business Communication, Krishnamachryulu, Lalitha Ramakrishnan, 2009, Himalaya Publishing

House, India, 1st Edition

Reference Textbooks

• Business Communication Today, Courtland L. Bovee and V. Thill,2012 Pearson Education,

New Delhi, 11th Edition

• Business Communication: An Integrative Approach, TATA McGraw Hill, New Delhi, 6th Edition

• Essentials of Business Communication with Student CD-ROM by Mary Ellen Guffey, South-

Western Educational, NashVille, 1st Edition

• The 7 Habits of Highly Effective People by Stephen R. Covey, 2005, Simon & Schuster, New

York, 15th Anniversary edition

• Writing that works; How to Communicate Effectively in Business, Kenneth Roman & Joel

Raphaelson, Harper Collins Noida, 3rd Edition

• Presentation Skills 201: How to take it to the next level as a Confident, Engaging Presenter,

William R Steele, 2009, Outskirts Press, Denver, 1st Edition

MMBA8202: INTRODUCTION TO MEDIA AND CULTURE

Course Objectives



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The media is an important institution in public life. It has far-reaching effects on society. Therefore,

a good understanding of contemporary society and the prevalent media environment is key to

any career in the media, culture or communications industries. The media consumption habits

have changed drastically with the proliferation of digital media and these changes are impacting

the culture in ways which were unimaginable in the recent past This course enables students to

understand the importance of media and its effects on culture.

This subject aims and focuses on enabling students to appreciate the importance

and application of media and culture concepts in media business administration,

understand and art iculate key concepts in Media and Culture, learn the history and

current structure of the media, develop crit ical thinking and thus crit ical

understanding of media texts and recognize the current issues influencing the

rapidly changing media environment.

Unit 1:

Introduction to Cultural theory

Introduction to Culture and Ideology, Introduce the concept of Critical Thinking using case study

of recession, Introduction to Culture and political ideology, Propaganda -case study of Nazi

Propaganda,

Describe the Idea of Nation and Culture, History and Culture, Culture and Imperialism, Culture

and Feminism, Orientalism, Representation and Discourse, Stereotypes


Unit 2:

Introduction to Media and Communication theories

Explain Communication Theories - Hypodermic Needle Theory, Propaganda Model, Two-Step

Flow Theory, Agenda Setting Theory, Spiral of silence, Cultivation Analysis,

Political Economy of Media – Introduction and Case Studies, Describe Media and Hegemony




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Unit 3:

Media Literacy

Explain the Five core concepts in Media Literacy, Text and subtext, persuasion techniques,

Explain the process of deconstructing media messages across film, Print, TV, Radio, Advertising


Unit 4:

Cultural Impact of media

Impact of culture on Books, Newspapers, Magazines, Music, Radio, Television, Movies and

Internet and vice versa.

Discuss the impact of new media on media delivery. Discuss Cultural Imperialism

Explain the essence of Understanding Media – “The Medium is the Message”


Unit 5:

Introduction to Memes

Define Replicators, Discuss the qualities of successful memes, Compare Memes Vs. Genes,

Explain the dynamics of Meme Replication, Introduction to Internet memes and their relevance in

current media business. Explain the concepts through the Case study on quick meme.com


Mandatory Reading

• Understanding Media and Culture: An Introduction to Mass Communication, Jack Lule, 2012,

Flatworld Knowledge, Washington D.C, 1st Edition

• The Selfish Gene, Richard Dawkins. 2006, Oxford University Press, New York, 30 th Edition

Reference Textbooks

• Understanding Media, Marshall Mc Luhan, 2001, Routledge, London, 2nd Edition



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• Cultural Studies and the Study of Popular Culture, John Storey, 2009, Pearson Education,

London, 5th Edition

• Media and Culture: An Introduction to Mass Communication, Richard Campbell, Christopher

R. Martin and Bettina Fabos,2012, Bedford, St. Martin, Boston, 9 th Edition

• Political Ideologies: An Introduction, Andrew Heywood, 2007, Palgrave Mc Millan, New York,

3rd Edition

• Orientalism, Edward Said, 2001, Penguin Books, London, 2nd Edition

• Manufacturing Consent: The Political Economy of the Mass Media, Noam Chomsky and

Edward S. Herman, 1988, Pantheon Books, New York, 1 st Edition.

• Hegemony or Survival: America's Quest for Global Dominance, Noam Chomsky, 2003, Henry

Holt, New York, 1st Edition

• Media Literacy: Keys to Interpreting Media Messages, Art Silverbratt, 2001, Praeger

Publishers, West Port, 1st Edition

MMBA8203: MANAGEMENT FUNDAMENTALS

COURSE OBJECTIVES

Films serve as an interesting allegorical representation of contemporary organizations by

examining bureaucratic behavior, leadership, motivation and hegemony. Observations can be

made about political and social values through films. Managers and workers perspectives and

their collective role in bringing message-oriented films are a matter of concern in the present

days. This subject aims to provide theoretical and practical applications to the students for

planning, developing and controlling in event management, broadcast entertainment and

filmmaking. This course introduces management as an area of study and is divided into three sub-

units that deal with three different branches of management studies, Basic Principles of

Management (BPM), Organizational Behavior (OB) and Strategic Human Resource Management

(SHRM).

The objective of the course is to make students aware of environmental changes

and to show them how effective managers are adapting. The emphasis wil l be on

the conceptual developments in the area of planning, organizing, leading and

control l ing managerial functions in media business f i rms. I t focuses on the

behavior of individuals and groups within diverse organizations and on

organizational structure and processes-To enhance understanding of the dynamics

of interaction between the individual and the organization and facilitate the



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development of a perspective to diagnose and effectively deal with the issues of

human behavior in organization. Additionally, it also elaborates on conceptual

framework of leadership and the role of managers as leaders and change agents in

media industry. The SHRM module takes a crit ical v iew of HRM in the context of

modern society and modern organizations and reviews the changing cultural

nature of the employment relationship.

Unit-1:

Basic Principles of Management (BPM) – I :

Management Defined, Nature of Management, Scope of Management, Need for Management,

Management and Administration, Management-A Science or an Art, Management Levels, Top-

level managers, Middle level managers, First level supervisory managers, General versus

Functional managers, Management Functions, Planning, Organizing, Staffing, Directing,

Controlling, Managerial Roles, Interpersonal Roles, Informational Roles, Decisional Roles,

Managerial Skills, Technical Skills, Human Skills, Conceptual skills, Diagnostic Skills, ,

Communicational Skills, Political Skills, Classical Approach, Bureaucracy, The Scientific

Management Stage, Contribution by F.W. Taylor - Scientific Management, Contribution by Peter

F. Dracker – MBO


Unit-2:

Basic Principles of Management (BPM) - II:

MBO and Systems Approach, Characteristics of Objectives, Organizational Objectives,

Characteristics of sound objectives, Hierarchy of objectives, Management by Objectives (MBO),

Process, Advantages and Disadvantages of MBO, improving the effectiveness of MBO, Decision

Making and Creativity, Organisational Structure and design,

Span of Management, Delegation of Authority, Centralisation and Decentralisation, Line and Staff

relationships, Nature, Process and Techniques of Controlling, The Controlling Process,

Establishing standards, Comparing measured performance with performance standards, Taking

Corrective Action, Techniques of Managerial Control, Feed- forward and Feedback Control,

Behavioral Implications and Guidelines for Effective Control




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Unit-3:

Organizational Behavior (OB): The Individual in the Organization:

Biological Foundations of Behaviour; Causes of Human Behaviour; Environmental Effect on

Behaviour; Behaviour as an Input-output System;

Motivation and Behaviour: Motivation: Overview and Sources of Motivation; Historical

Development; Theories of Motivation Evaluation of the Theory; Porter Lawler Model Learning and

Behaviour Reinforcement: Theories of Learning; Acquisition of Complex Behaviours; the Learning

Curves; Principle and Schedules of Reinforcement

Theories of Work Motivation; Vroom’s Expectancy Model; Equity Theory; Goal-setting Theory;

Goal- Setting: Motivation, Performance and Job Satisfaction; Consequences of Job

Dissatisfaction, Sources of Job Satisfaction;

Perception: Overview and Characteristics of the Perceiver and Perceived; Perceptual Organization

and Selectivity; Barriers to Perceptual Accuracy; Attribution

Personality: Type A and Type B Personality; Major Contributing Factors to Personality; Personality

Dimensions; Introvert and Extrovert Personalities and MBTI framework


Unit-4

Organizational Behavior (OB): Groups in the Organization:

Foundations of Group Behavior; Understanding Work Teams,

Group Behaviour: Reasons for Group Formation; Types of Groups; Group Cohesiveness; Group

Norms Committee Organization,

Group decision-making: Advantages and Disadvantages of Group Decision Making; Leadership

Role, In-group Decision Making; Techniques of Group Decision Making

Inter-Group Relations and Conflict Management,

Interdependence of Groups; Nature of Conflict in Organizations; Changing View of Conflict;

Types of Conflict Situations; The Causes of Conflict; Conflict Management; Negotiation; Third

Party Role in Negotiations; Johari Window Model,

Power and Politics: Power and Politics-An Introduction; Sources of Power in Organizations-

Interpersonal Sources, Organizational Sources; Organizational Politics; Ethics

Leadership in organizations: Formal and Informal Leadership; Leadership Styles; Personal

Characteristics of Leaders.




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Unit-5:

Strategic Human Resource Management (SHRM):

Human Resource Management at Work; The Changing Environment of Human Resource

Management; The Changing Role of Human Resource Management; The Human Resource

Manager’s Proficiencies, Human Resource Management’s Strategic Roles; Human Resource

Management’s Role in Creating Competitive Advantage, Human Resource Planning and

Recruiting: Job Analysis; The Recruitment and Selection Process; Planning and Forecasting;

Effective Recruiting; Internal Sources of Candidates; External Sources of Candidates; Recruiting a

More Diverse Workforce; Basic Features of Interviews; Designing and Conducting an Effective

Interview, Training and Developing Employees: Orienting Employees; The Training Process;

Training Methods; Management Development; Evaluating the Training Effort, Performance

Management and Appraisal: Basic Concepts in Performance Management and Appraisal; The

Appraisal Interview; Appraising Performance: Problems and Solutions, Compensation: Basic

Factors in Determining Pay Rates; Establishing Pay Rates; Pricing Managerial and Professional

Jobs; Competency-Based Pay; Other Compensation Trends; Individual Employee Incentive and

Recognition Program; Team/Group Incentive Plans; Designing Effective Incentive Program; The

Benefits Picture Today; Pay for Time Not Worked; Insurance Benefits; Retirement Benefits,

Conflict and Negotiation, Quality of Work Life, Statutory Compliance in Labour laws and etc.


Mandatory Readings

• Management-A Global Perspective, Weihrich, Heinz and Harold Koontz, 2005, Tata McGraw

Hill, New Delhi, 10th Edition

• Organisational Behaviour, Robbins, S.P, 2011, Pearson/ Prentice Hall, New Delhi, 9th Edition

Reference Text Books

• Essentials of Management, Weihrich Heinz and Harold Koontz, 1998, McGraw Hill, New Delhi,

5th Edition

• Stoner, Freeman and Gilbert, Management, 2009, Prentice Hall India, New Delhi, 6th Edition

• Organizational Behaviour, Luthans, F., 1998, McGraw Hill, New Delhi, 8th Edition

• Organizing and Managing Work, Tony. J Watson, 2002, Financial Times Prentice Hall, London,

2nd Edition



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• Behavioural Processes in Organisation, P. Udai, Rao, T.V., Pestonjee, D.T., 1981, Oxford & IBH,

New Delhi, 3rd Edition

• Organizational Behaviour, Jones, George, 2001, Prentice Hall, New Delhi, 6th Edition

• Managing Human Resources, Bohlander et all, 2004, Cengage Learning , Mason, Ohio, 13th

Edition

• Human Resource Management –Text & Cases – K. Ashwatappa, 2008, Tata McGraw Hill, New

Delhi, 5th Edition

• Human Resource Management, Cynthia Fisher, Shaw, 2005, Wiley / Biztantra, New Delhi, 5th

Edition

• Human Resource Management and Gary Dessler, 2008, Pearson Publications, New Delhi, 11th

Edition

MMBA8301: PSYCHOLOGY OF PERSUASION AND CONSUMER BEHAVIOUR

Course Objectives

While we like to think of ourselves as creatures of independent thought and choice, there are

actually many decision-making processes that are effectively automated by our brains in order tomanage the sheer number of choices that we have to make on a daily basis. By understanding

these automated processes, we can become more effective at communication as well as more

effective at decoding the communications of others. This course would start with the theoretical

underpinnings and end as a practicum. In the present era of fragmented media consumption

habits, the skills of persuasion would go a long way in increasing the relevance of the content

thereby persuading and engaging audiences.

This subject aims and focuses on enabling students to understand the basic

concepts of marketing, to prepare a basic marketing plan, understand models of

consumer behavior and understand the basics of persuasion psychology.

Unit 1:

Marketing Concepts

Introduction to Marketing concepts, Define Segmentation, Targeting and Positioning, Describe

the elements of Marketing Mix - Product, Place, Price and Promotion Explain Market Research –

Qualitative and Quantitative Marketing Plan Creation, Strategy, Implementation and Control.



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Unit 2:

Introduction to Consumer Behavior

Influence of Culture on Consumer Behavior, Cross- Cultural Consumer Behavior. Consumer

Decision Making Process. Consumers in their social and cultural settings, Measurement of Culture,

Explain how Family and social Class influence consumer behavior,


Unit 3:

Consumer as an individual

Define Consumer Motivation, Explain the theories describing Personality and Consumer Behavior,

Explain Consumer Perception and describe the theories of Consumer Learning, Attitude

Formation and Change, Communication and Consumer Behavior


Unit 4:

Influence in Psychology in Consumer Behavior – Reciprocity and Scarcity

Discuss the Ethical Considerations, The brain on autopilot -Research and Evidence

Explain the principle of Reciprocity - The power of giving, Use in marketing and communication,

Use in daily life

Describe the influence of Scarcity - Special offers, Exclusivity – The rule of the few, Creating

urgency


Unit 5:

Liking, Authority, Social Proof , Commitment and Consistency

Explain the principle of Liking - Recommendations and references, Personal networks and brands



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What is Authority in the context of Influence- Levels of Authority ,Trust Factors ,and The dark side

of authority

Describe Social proof -Circles of influence, The drive to belong, Social Proof as a decision model,

Commitment and Consistency - Getting to yes, Building from yes, Commitment in verbal

communication, Self Image and etc.


Mandatory Reading

• Consumer Behavior: Leon Schiffman and Leslie Kanuk, 2009, Prentice Hall, New Jersey, 10 th

Edition

• Influence: The Psychology of Persuasion, Robert B. Cialdini,,2007, Harper Collins, New York,

3rd Edition

Reference Textbooks

• Marketing Management, Philip Kotler, 2012 , Prentice Hall, New Jersey, 14th Edition

•

Consumer Behavior, Micheal R Solomon, 2012, Prentice Hall, New Jersey, 10th

Edition• Influence: Science and Practice, Robert B. Cialdini ,2008, Pearson, Boston, 5th Edition

• Six Degrees of Social Influence: Science, Application, and the Psychology of Robert Cialdini,

Douglas T. Kenrick, , Noah Goldstein, Sanford l. Braver ,2012, Oxford University Press, New

York, 1st Edition

• Yes!: 50 Scientifically Proven Ways to Be Persuasive, Noah Goldstein, Steve J. Martin, Robert

Cialdini , 2009, Free Press, London, 1st Edition

• Why we Buy, Paco Underhill, 2008 , Simon and Shuster Publishers, New York, 1st Edition

• The Secret Language of Influence, Dan Seidman, 2012, American Management Association,

New York, 1st Edition

• The Art of Choosing: The Decisions We Make Everyday - What They Say About Us and How

We Can Improve Them, Sheena Iyengar, 2010, Hachette Publishers, London, 1st Edition

MMBA8401: MEDIA BUSINESS & MANAGEMENT

COURSE OBJECTIVES

In today's highly competitive media markets and rapid proliferation of media channels, the

success or failure of a product/service may be solely determined by the managerial decisions



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one takes. There exists many analytical and decision-making models and skills, that need to

be mastered by senior managers. The Managers need to analyze and critically evaluate

functional problems and business opportunities by exploring and applying the latest thinking

in all the allied areas of management. Exploring cases from Films, TV Channels, Newspapers,

PR Agencies, social media and the web, managers need to engage with visual theories,

analyze concepts and develop an awareness of what it means to manage a media firm.

This subject aims and focuses on an-depth study of the Indian media

businesses. It provides the business history, dynamics, technology, regulation,

valuation norms and industry trends in print, television, fi lm, radio, music and

other al l ied areas of media and entertainment businesses, in addit ion to

tackl ing the textural issues within various industry segments, therein. Students

wil l be introduced to select case studies and case lets on a host of media

companies and media business models.

Unit 1:

Overview of the media business

Introduction to media history, Key issues facing the media business today, Roundup of the key

trends and themes for growth, Industry Size, Projections and macro-economic aggregates,

Digitization, piracy, shrinking revenues from traditional sources, Democratization of media, Case

studies of contemporary media across various media businesses, Media industry value-chains (TV,

Radio, Films and etc.), Deal Volumes and Values in M&E industries, M&E's Economic Contribution


Unit 2:

Film industries in India and the World

Introduction to Video technology and terminologies, Film Genres, Film Aesthetics, How a

Production House Works, Artiste Mgmt. & Production Theory

Jobs involved in a Film Production house, Process involved in Production of a Film, Marketing and

Distribution of a Film, Direction techniques, Managing Artistes,

Overview of an integrated film studio, managing a studio, Latest trends and business models of

select film studios in India and world.




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Unit 3:

Broadcast – TV and Radio

Introduction to Video technology and terminologies, TV/Radio Programming Genres,

Radio/Television Channel Genres, Radio/TV Aesthetics, How a Radio/TV Studio Works, Artiste

Mgmt. & Production Theory

Jobs involved in a TV Production house, Process involved in Production of a TV content,

Marketing and Distribution of Radio/TV content, TV Direction techniques, Managing Artistes,

Latest trends and business models

Overview of a Radio/Television Station, Managing a Radio/Television station and careers involved,

Programming Radio/TV shows, Advertisement Sales and Revenue models in TV Channels/Radio

Stations, Measurement metrics in TV and Radio ecosystems and etc.


Unit 4:

Print, New and Interactive Media:

Print Industry overviews, Key trends and sector growth drivers, Regional print medium, Digital

Print platforms, Convergence in print and interactive media, Latest trends and business models of

select print and online publications


Unit 5:

Radio, Sound and Music Industry Management:

Introduction to Live Sound Theory, Music Industry Management, Recording For Film

DAW, Editing, Professional Recording Studios, Audio Post production Concepts, Recording

Music, Recording Session Planning and Budgeting

Recording for TV,

DAW and Professional Recording Studios, Audio Post production Concepts, Recording Music for

Films, Recording Session Planning and Budgeting

Sound for RADIO,

Recording Sound for Radio, Audio Content for Radio (Spots and Jingles), Radio Broadcast

technology (AM and FM), Routing and transmission



22


Introduction to Electronic Music Production,

Introduction to Song and Jingle Structures, Introduction to Software based Music Production,

Software tools for Music Production (Nuendo and VST instruments), Reason, Ableton Live, and

Logic Pro.


Mandatory Readings

• The Indian Media Business, Vanita Kohli Khandekar, 2013, Sage India Publications, New

Delhi, 4th Edition

• Indian Media in a Globalised World, Maya Ranganathan and Usha M Rodrigues, 2010,

Sage India Publications, New Delhi, 1st Edition


• Understanding Media Economics, Gillian Doyle, 2012, SAGE Publications Ltd, London,

2nd Edition

•

The Power of a billion-Realizing the Indian Dream, FICCI FRAMES Report 2013, Mumbai• Digital Dawn – The metamorphosis begins Indian Media and Entertainment Industry,

FICCI FRAMES Report 2012, Mumbai

• Hitting the High Notes, FICCI FRAMES Report 2011, Mumbai

• Back in the Spotlight, FICCI FRAMES Report 2010, Mumbai

• In the interval...But ready for the Next Act, FICCI FRAMES Report 2009, Mumbai

• The SAGE Handbook of Media Studies, John D H Downing, Dr. Denis McQuail, Professor

Philip Schlesinger and Ellen A. Wartella, 2004, Sage Publications, London 1st Edition

• Media Planning and Buying, Arpita Menon, 2010, Tata McGraw - Hill Education, NewDelhi, 1st Edition

MMBA8501: FUNDAMENTALS OF FILMMAKING

Course Objectives

Given the cutthroat competition in the film industry, it is very important for an aspiring media

professional to understand the inner workings and nuances of Film Making. A hands on



23


knowledge of film making, even if rudimentary goes a long way in planning for and achieving

production efficiencies and also help them empathize with the problems faced by technical

departments at various stages of film production. This course will also help them appreciate and

implement proper checks and balances. This course introduces the basic concepts of film / video

techniques.

This course aims and focuses on enabling students to conceive, shoot, edit and

screen a short video by the end of the program, teaching the basic concepts of

f i lm and video techniques, teach al l the basics of Pre-production, Production and

Post Production and will be able to shoot a short fi lm at the end of the course.

Unit 1:

Basics of story:

5 elements of a storyline

Explain Theme & Genre in Film

Developing a story into a script: Fiction and Non-fiction


Unit 2:

3-point Template

Pre-production, Production and Post Production

Introduction to equipment: camera, sound & Final Cut Pro (editing suite)

Discuss various Lighting techniques, explain the sound recording principles

Discuss Post-production and editing


Unit 3:

Fiction Template

Writing using the Template

Developing story ideas for the short film shoot

Explain the guidelines for Team selection & preproduction phase



24



Unit 4:

Introduction to Direction & Continuity

Discuss the shooting and editing continuity exercise.

Discuss the vertov exercise : Shoot and edit short silent film


Unit 5

Post Production Shooting and editing final film.

Explain the concepts of editing, Continuity, Manipulating time, Montage and continuous shot


Mandatory Reading

• The Fundamentals of Film Making, Jane Barnwell, 2008, Fairchild Books AVA, Laussene,

0th Edition

• Film Crew: Fundamentals of Professional Film and Video Production, Nicholas George,

2010, Platinum Eagle, Las Vegas, 1st Edition

Reference Textbooks

• The Computer Videomaker Handbook – A Comprehensive Guide to making video, Editors of

Videomaker magazine, 2001, Focal Press, Massachusetts, 2nd Edition,

• The Art of Technique – An Aesthetic Approach to Film & Video Production , John S.Douglass,

Glenn P.Harden, 1995, Pearson, New York, 1st Edition

• Scriptwriting for High Impact Video, John Morley, 2008, iUniverse Inc, Lincoln, 2nd Edition.

• Directing: Film Techniques and Aesthetics, Michael Rabiger, 2007, Focal Press, Burlington,

Massachusetts, 5th Edition

• Screenplay: The Foundations of Screenwriting, Syd Field, 2005, Delta, New York, Revised

Edtion



25


• On Filmmaking: An Introduction to the Craft of the Director Paperback

by Alexander Mackendrick (Author), Paul Cronin (Editor), Martin Scorsese (Foreword), 2005,

Faber & Faber, New York , 1st Edition

• On Directing Film, David Mamet, 1992, Penguin, New York, 1st Edition

• How to build a great screenplay: David Howard,2004,St. Martin’s Griffin, New York, 1st Edition

MMBA8502: FUNDAMENTALS OF SCREENWRITING

Course Objectives

One major skill every aspiring media professional needs to develop is identification of potential

motion picture material. This is possible only if the producers have more than rudimentary

knowledge of Screen Writing. This course functions as introduction to the basics of Scriptwriting.

The emphasis will be to delve the students deeper into the analysis of various elements in fiction

writing from creative side as well as the business side. The students will examine films of different

genres for their plotting strategies used for dramatic and thematic impact. This course

deconstructs the craft of scriptwriting and carefully reveals how to build a great screenplay from

ground up.

This course aims and focuses on understanding the Story Elements, making a

Character Biography understand Plott ing, exploring the basic 3 Act Structure,

understanding different types of Genres its Beats and exploring the elements for

writ ing Low-budget f i lm.

Unit 1

Explain basic Elements of story

Introduction to Storytelling, exploring 5 W’s & 1H, explaining different types of Conflicts,

describing how to create drama in a story, to understand the importance of theme in a story.


Unit 2

Characterization & Plot



26


Learning to build a Character, Exploring Character arc, defining character driven & plot driven

films, explaining plot & plotting action, emotion. Explaining how to weave a story around a given

plot.


Unit 3

3 Act structure

To explain students, what screenplay means, exploring the basic 3-act structure, describing the

elements of act I, act II & act III.


Unit 4

Different types of Genres

Introduction to different types of genres, exploring each genre & identifying its beats. Describing

structure of each genre, explaining the importance of genre in film business.


Unit 5

Writing a low-budget film

Exploring different elements in writing a low-budget film. Explaining how to handle the economy

of scenes. Exploring the movie “Reservoir Dogs” as a case study in terms of a low-budget film.


Mandatory Reading

• Screenplay, Syd Field, 1979,Random House publishing group, New York,1st Edition.

• Four Screenplays, Syd Field,2009,Random House LLC, New York,1st Edition.

Reference Textbooks

• Secrets of Screenplay Structure, Linda Cowgill,1999,Lone Eagle, San Francisco,1st Edition.



27


• How to build a great screenplay, David Howard,2006,St. Martin’s Griffin, New York,1st

Edition.

• The art of dramatic writing, Lajos Egri,2009,Touch Stone Publishing, New York, Revised

Edition.

• The Adventures in screen trade, Williams Goldman, 1983,Grand Central

Publishing,France,1st Edtion

• Hero with thousand faces, Joseph Campbell,2008,New World Library,California,3rd

Edition.

• Save The Cat, Blake Snyder,2005, Michael Wiese Productions, Studio city, California,1st

Edition.

• Story, Robert Mac kee,2010,HarperCollins,Hammersmit,1st Edition.

• The Anotomy of Story, John Truby,2008,Faber & Faber, New York,1st Edition.

• The Screenwriters Bible, David Trottier,2005,Silman-James,Los Angeles,5th Edition

YEAR I – SEMESTER II

MMBA8102: MEDIA ECONOMICS

COURSE OBJECTIVES

There is a growing recognition within the economics community of the importance and influence

of media industries in the political, cultural, and economic life of nations – and, consequently, a

growing recognition of the importance of concerted economic analysis of the industries therein.

This recognition has grown particularly strong in regards to those economic questions that bear

directly – or indirectly – on media industries growth, structure, conduct, performance, industry

regulation and policy issues. Particularly within India, media economics has become very

important as a tool to guide a wide array of regulation and policy decisions. It is this issue of the

appropriate scope and influence of economic analysis in media policymaking that forms the crux

of this course.

The course aims to famil iar ize the students with the approach, language and

techniques of managerial economics and media economics, in particular. At a

more specif ic level, this course has three objectives: Develop specif ic tools –

quantitative as well as broadly analytical – that are useful for tackl ing basic

managerial economics problems; Insti l l a unique “economic point of view” –



28


proven to be a useful analytical perspective in many circumstances, including

business decision making at the highest level; Discuss the functioning of the

media economy and public policy/media regulatory policy from an analytical point

of view. Throughout the class an effort wi l l be made to use as many examples as

possible related to the vert icals of media economy l ike print, TV, f i lm and new

media.

Unit-1:

The Fundamentals of Economics:

The Basic Problems of an Economy, Meaning and Nature of Managerial Economics, How

Economics Contributes to Managerial Functions, Major Areas of Economics Applied to Business

Decisions, The Scope of Managerial Economics

Select concepts and precepts in economics/economic applications: Marginalism and

Incrementalism Equi-marginal Principle, Time Perspective in Business Decisions, Opportunity

Cost, Present Value of Money and Discounting Principle, Externalities, Trade-off, How to Read

Graphs? Key economic characteristics of media, Markets and Government in a Modern Economy


Unit-2:

Basic Elements of Supply and Demand

The Laws of Demand and Supply: The Law of Demand: Price-Demand Relationship, The Demand

Function, Types of Demand, The Law of Supply, Equilibrium of Demand and Supply:

Determination of Equilibrium, Price Elasticity of Demand, Determinants of Price Elasticity of

Demand, Price Elasticity and Marginal Revenue, Promotional or Advertisement Elasticity of Sales,

Cross-elasticity of Demand, Income Elasticity of Demand, Elasticity of Price Expectations, The

Uses of Elasticity, Price Elasticity of Supply, Demand Forecasting techniques,

Different Methods of Demand Forecasting, Survey Methods, Statistical Methods used in media

organizations


Unit-3:

Production & Cost Theory



29


Production, Cost Theory, and Decisions of the Firm, Production With One Variable Input: Meaning

of Production, Some Production Related Concepts, Production Function,

Production with Two Variable Inputs: Isoquant Curves, Marginal Rate of Technical Substitution,

Isoquant Map.

Cost Concepts, Short-run and Long Run Cost-Output Relations, Economies of Scale, Cost

Functions and Cost Curves, Production and Business Organization, Economies of Scale and Scope


Unit-4:

Market Structure and Objectives of Business Firms:

Objectives of Business Firms, Profit Maximization, Alternative Objectives of Business Firms,

Analysis of Perfectly Competitive Markets, Imperfect Competition and Its Polar Case of Monopoly,

Monopolies and technological change, Oligopoly and Monopolistic Competition, Uncertainty and

Game Theory, Structure Conduct Performance Paradigm, Economics of Advertising, Economics of

Print Media, Economics of New Media, Economics of Film Industry, Economics of Television

Broadcasting, Economics of Television Production and Corporate Strategies and select

applications


Unit-5:

Managerial theories and implications

Alternative Theories of the Firm: Baumol’s Theory of Sales Revenue Maximization, Marris’s Theory

of Maximization of Growth Rate, Maximization of Managerial Utility Function. Pricing Strategies

and Practices: Cost-Plus Pricing, Bain’s Model of Limit Pricing, Multiple Product Pricing, Pricing in

Life Cycle of a Product, Transfer Pricing, Competitive Bidding of Price, Peak Load Pricing, Media

Economics and Public Policy

Free market versus intervention, Support measures for media content, concentrated media

ownership, Promoting competition and Maximizing efficiency




30


Mandatory Reading

• Economics, Paul Samuelson and William Nordhaus, 2009, McGraw-Hill/Irwin, New York,

Nineteenth Edition

• Understanding Media Economics, Gillian Doyle, 2012, SAGE Publications Ltd, London, 2nd

Edition

Reference Textbooks

• Micro Economics for Management Students, Dholakia R.H and Oza A.N., 1999, Oxford

University Press, Delhi, 2nd Edition

• Modern Micro Economics, Koutsoyiannis A, 1979, St Martins Press, New York, 2nd Edition

• Managerial Economics, Gupta G.S., 1990, Tata McGraw Hill, New Delhi, 26 th Reprint 2006

• Micro Economic Theory, A Mathematical approach, Henderson James M. & Quant L.E., 1980,

McGraw-Hill Inc., US, 3rd Edition

• Entertainment Industry Economics: A Guide for Financial Analysis, Harold L. Vogel, 2010,

Cambridge University Press, New York, Eighth Edition

• Media Economics: Applying Economics to New and Traditional Media, Colin Hoskins, Stuart

Mc Fadyen, and Adam Finn, 2004, SAGE Publications, London, 1st

Edition,• Managerial Economics: A Problem-Solving Approach, Luke M. Froeb and Brian T. McCann,

2010, Cengage Learning, Mason, Ohio, 2nd Edition

• Economics of Business Policy, D.N. Sengupta and Anindya Sen, 2004, Oxford University Press,

Delhi, 1st Edition

MMBA8103: FINANCIAL MANAGEMENT

Course Objectives:

The Financial Management aspects of film and media industry are the biggest hurdles in getting

finance for the feature films production in India. The film industry involves motion picture studios,

manufacturers of technical equipment, software, distribution and personnel on a global scale.

Currently, the finance available for making a film is believed to be invested from the sources of

unaccounted money. This aspect demands the business analysts to focus on differentiating profits

from wealth maximization orientation. Specifically, in case of cinema, the level of risk is higher than

any other atypical manufacturing organization. Film Financial Management is an aspect of film



31


production that occurs before production and is concerned with determining the potential value

of proposed film.

This subject aims and focuses on asset l iabi l i ty management and wealth

maximization of f i lm industry. I t gives a direction on optimum financing and

investment decisions for maximization of wealth and thereby, market value of

business. This course provides an introduction to the fundamentals of business

finance in the media and entertainment context, wherein it examines the key areas

of f inancial decisions in depth such as the investment decisions, f inancing

decisions, dividend decisions and the working capital management.

Unit I:

Introduction To Financial Management And Time Value Of Money

Understanding the role of the Financial Management – Explain Goals of Financial Management –

Scope of Financial Management – Discuss the Agency Problem & various solutions to the Agency

Problem– Time Value of Money – Techniques – Practical Application of Compounding and

Present Value Technique.


Unit II:

Investing In Long Term Assets

Define Capital Budgeting – Its significance – The Process of Capital Budgeting – Cash Flow

Estimation – Calculating the Cash Flow After Taxes – NPV – IRR - Profitability Index Methods – A

Comparison –- Cost of Capital – Measurement of Specific Costs – Computation of Overall Cost of

Capital – Analysis of Risk and Uncertainty.


Unit III:

Capital Structure Decisions And Dividend Decisions

Capital Structure Theories – Role of Capital Structure decisions in the valuation of the firm –

Introduction to Leverages – Degree of Operating leverage – Degree of Financial Leverage –



32


Degree of Combined Leverage – Dividend Theories – Dividend Policies – Stock Splits – Right

Issues – Bonus Shares – Buy Back of Shares – Long Term Financing – Securitization


Unit IV:

Working Capital Management

Nature of Working Capital – Planning for Working Capital – Estimation of Working Capital

requirement – Operating Cycle – Cash Cycle Cash Budget – Cash Management – Inventory

Management – Receivables Management – Financing of working capital requirements – Factoring


Unit V:

Financial System & Valuation Of Securities

Introduction to Financial System, Components of Financial System – Money & Capital Markets –

Primary Markets – Secondary Markets - Securities Risk & Return - Bond Valuation and Equity

Valuation


Mandatory Reading:

• Financial Management – Theory and Practice , Prasanna Chandra ,2008, TATA McGraw Hill

Publications, Noida, 7th Edition.

• Financial Management Theory and Practice, Brigham and Michael C. Ehrhardt, 2007,

Thomson, Mason, Ohio, 12th Edition

Reference Textbooks

• Cases in Financial Management, I M Pandey, 2000, Tata Mc Graw Hill, Noida, 2 nd Edition.

• Data Analysis and Business Modeling with Excel 2007, Wayne L Winston, 2007, Prentice-HallIndia, New Delhi, 1st Edition



33


• Financial Management: Core Concepts, Raymond M. Brooks, 2012, Prentice Hall India, NewDelhi, 2nd Edition

• Financial Management, M. Y. Khan & P.K. Jain, 2007, Tata McGraw Hill, Noida, 5th Edition

• Financial Management, Rajiv Srivastava, Anil Mishra , 2012, Oxford University Press, NewDelhi, 2nd Edition

• Financial Management and Policy , James C Van Horne, Sanjay Dhamija, 2012, PearsonEducation, Noida, 12th Edition

• Financial Management: Principles and Applications ,Sheridan J. Titman, John D. Martin andArthur J. Keown , 2010, Prentice Hall, Noida, 11 th Edition

• Financial Management , P. C. Tulsian, C.A. Bharat Tulsian,2012, Sultan Chand Publications,New Delhi, 1st Edition

MMBA8104: BUSINESS MATHEMATICS & STATISTICS

COURSE OBJECTIVES:

Globally, media businesses and governments are increasingly dependent on data-driven decision

making to direct not only their long-term strategic planning, but also their day-to-day tactical

decisions. At macro level, it becomes imperative for media organizations to meet the growing

need for professionals skilled in data analysis and its applications in strategic business decision-

making. At micro level, managing numbers is one of the critical responsibilities of a manager. A

thorough grounding of mathematics is therefore required. This course teaches the application of

mathematics and statistics in the business world.

This subject aims and focuses on understanding the basic concepts of Business

Mathematics, Understanding the basic concepts of Business Statist ics,

understanding the applicabil i ty of these concepts to business situations and

understanding the applicabil i ty of these concepts to f i lm and media industry

Unit 1:

Basic Algebra

Real numbers: What are real numbers, Laws of addition, laws of multiplication, distribute laws.



34


Coefficients and exponents: powers, bases, exponents, Laws of exponents, Algebraic expressions

Factorization and expansions of polynomial expressions


Unit 2:

Functions and their Graphs

Introduction: What is a relation and what is a function, Ordered pairs, Domain, co-domain and

range of functions, graph of a function

Types of relations: Reflexive, Symmetric, Transitive, Equivalence relationship

Types of functions: One-one, Onto, Bijective

Independent and dependent variables: What is meant by variable, different types of variables


Unit 3:

Ratios, Proportions and Percentages

Ratios: What are ratios, equal and continuous ratios, simplest form of ratio

Proportions: direct and inverse proportions, compound proportions

Percentages: What is percentage, expressing percentage in decimals or fractions, calculation of

percentage

Profit and loss: Calculation of profit and loss, calculation of profit and loss percentage, discounts


Unit 4:

Interest and Annuities

Simple and compound interest

Multiple and continuous compounding

Bank discount

Effective rate of interest

Annuities - future and present values

Amortization



35


Sinking fund


Unit 5:

Statistics

Measures of central tendency: What is data, Arranging Data, Constructing Frequency

distributions, Summary statistics, Arithmetic mean for grouped data and ungrouped data, Median

for grouped and ungrouped data, Mode for grouped data and ungrouped data

Measures of dispersion: Range, Mean deviation, variance, standard deviation for grouped and

ungrouped data

Time series and forecasting: What is meant by time series, variations in time series, trend analysis,

cyclical variation, seasonal variation, irregular variation, time series analysis in forecasting

Correlation and Regression Analysis: What is correlation and regression, estimating a regression

line, correlation analysis

Theory of Probability: What is probability, Basic terminology in probability, Types of probability,

probabilities under conditions of independence and dependence


Mandatory Reading

• Business Mathematics and Statistics, J. K. Das and N. G. Das, 2011, Tata McGraw-Hill,

New Delhi, 1st Edition

• Statistics for Management, Richard I Levin & David S Rubin, 2011, Pearson India Ltd, New

Delhi, 7th Edition

Recommended Reading

• Practical Business Mathematics and Statistics, Suranjan Saha, 2008, Tata Mc Graw Hill, New

Delhi, 1st Edition

• Statistical Methods, SP Gupta, 2011, S. Chand and Sons, New Delhi, 4 th Edition

• Quantitative methods for Business, Thomas A Williams, David R Anderson, Dennes J

Sweeney, 2007, Cengage Learning, Mason, Ohio, 12 th Edition

• Contemporary Business Math for Colleges, James E. Deitz, James L., Southam, 2008,

Cengage South Western College Publishing, Mason, Ohio, 12th Edition



36


• Business Mathematics and Statistics, Andy Francis, 2004, Cennage Learning, Mason, Ohio,

illustrated Edition

• Fundamentals of Business Mathematics, Walter E. Williams / James H. Reed , seventh ed.,

1984,McGraw-Hill Higher Education, New Delhi, 3rd Edition

• Business Statistics, G. V. Shenoy, Uma K. Srivastava, 1988, New Age Publications, New Delhi,

1st Edition

• Quantitative Methods for Business, Donald Waters, 2011, Pearson, New Delhi, 5th Edition

MMBA8204: ENTREPRENEURSHIP DEVELOPMENT

COURSE OBJECTIVES

Ideas matter. The new media landscape is caught up in a tremendous evolution, characterized by

the next generation of innovators, managers and idea leaders who are pioneering fresh concepts

for news and information. Radical advances in technology and dynamic markets are creating a

fundamental shift in the media industry, revolutionizing not only media organizations themselves,

but also transforming many institutions that use media content. In today's changing media

environment, entrepreneurial opportunities abound, as barriers to entry for new technologies and

platforms fall. New venture opportunities span a wide spectrum of products, from mobile

applications and web platforms to content provision across various media technologies, often with

opportunities to introduce market discontinuities and become game changers As at the same

time, the range of business models that can be used to monetize media content is diversifying,

creating even greater opportunities for entrepreneurs to capitalize on the changing dynamics of

the contemporary Indian and global media sectors.

The objective of this course is to let the students, identify legal issues affecting

development, ownership and operation of entrepreneurial ventures in media and

entertainment industry, analyze prospective venture capital investments and other

forms of entrepreneurial f inance, understand venture capital and angel investor

funding criteria and contractual terms, undertake in-depth research regarding a

specif ic business opportunity (Opportunity identif ication evaluation, and get

famil iar with creativity techniques at the individual and organizational level to

identify and capitalize on innovative opportunities.)

Unit-1:

Entrepreneurship – Theory & Concepts



37


Meaning of Entrepreneur; Evolution of the Concept; Functions of an Entrepreneur, Types of

entrepreneur, Intrapreneur – an emerging class, Concept of Entrepreneurship-Evolution of

Entrepreneurship; Development of Entrepreneurship; The entrepreneurial Culture; Stages in

entrepreneurial process.


Unit-2:

Forms of Business Organization

Indian Legal Processes and legal provisions specifically with reference to business and corporate

functioning like Companies Act, Partnership Act, Competition Act and Indian Contract Act


Unit-3:

Entrepreneurial Opportunities and Creation

Creativity and Innovation: Creativity, Exercises on Creativity, Source of New Idea, Ideas into

Opportunities, Creative problem solving: Heuristics, Brainstorming, Synectics, Value Analysis,

Innovation and Entrepreneurship: Profits and Innovation, Globalization, Modules of Innovation,

Sources and Transfer of Innovation, Why Innovate, What Innovation, How to Innovate, Who

Innovates.


Unit-4:

Business Planning Process & Resources

Meaning of Business Plan, Business plan process, Advantages of business planning, Marketing

plan, Production/operations plan, Organizational plan, financial plan, Final project report with

feasibility study, preparing a model project report for starting a new venture, Institutions and

ecosystem supporting media entrepreneurs + Regulatory frameworks,



38


Small industry financing developing countries, A brief overview of Indian financial institutions at

Central and state levels, Single window, Latest film policy and other sectorial communication

policies of Government of India.


Unit-5:

Stages in Entrepreneurial Financing and Scaling-Up

Informal risk capital and venture capital: Informal risk capital market, venture capital, nature and

overview, venture capital process, locating venture capitalists, approaching venture capitalists,

Managing growth and scaling-up: Using external parties to help grow a business, franchising,

advantages and limitations, investing in a franchise, joint ventures- types, Acquisitions and

Mergers etc.


Mandatory Readings

• Entrepreneurship Development-Small Business Enterprise, Poornima M Charantimath, 2009,

Pearson Education, Delhi, Fifth Impression

• Entrepreneurship, Robert D Hisrich, Michael P Peters and Dean A Shepherd, 2013, The

McGraw-Hill Education, Delhi, 9th Edition

Recommended Textbooks

• Entrepreneurship and Small Business Management, Steve Mariotti and Caroline Glackin, 2011,

Prentice Hall, Delhi, 1st Edition

• The 10 Commandments for Building a Growth Company, Brandt, Steven C., 1977, Macmillan

Business Books, Delhi, 3rd Edition,

• The Origin and Evolution of New Business, Bhide, Amar V., 2000, Oxford University Press,

New York, 1st Edition

• ‘Entrepreneurship strategies and Resources’, Dollinger M.J., 2006, Pearson Education, New

Delhi, 3rd Edition

• Small Business and Industry-A Handbook for Entrepreneurs, Verma, J.C. and Gurpal Singh,

2002, Sage Publications, New Delhi, 1st Edition

• New Venture Strategies, Vesper, Karl H., 1990, Prentice Hall, New Jersey, 1st Edition



39


• Entrepreneurship and Small Business: Start-up, Growth and Maturity, Paul Burns, 2011,

Palgrave Macmillan, New York, 3rd Edition

• Entrepreneurial Finance, J. Chris Leach and Ronald W. Melicher, 2012, Cengage Learning,

Mason, Ohio, 4th Edition

MMBA8302: FILM BUSINESS, MARKETING, DISTRIBUTION AND EXHIBITION

Course Objectives

The film industry in India has been evolving by leaps and bounds since it has been awarded the

industry status by the Government of India. The industry has become extremely lucrative for the

major media conglomerates both local and global who are bringing in a plethora of changes like

corporatization and making the industry much more professional. So it becomes imperative for an

aspiring media professional to be well versed with the business aspects of the industry along with

a thorough knowledge of marketing, distribution and exhibition strategies. Also, a producer’s

job is not just limited to getting a project ready from script to screen. Once a film has been

produced, it is a producer’s job to see that it reaches the target audience. This course explains the

three key post-production activities – marketing, distribution and exhibition.

This course aims and focuses on providing a thorough overview of the key aspects

of f i lm business, covering the tradit ional “Hollywood System” the independent

fi lm model in terms of production, marketing, and distr ibution and orienting the

class about the historical , institutional and managerial approaches and

developments in f i lm studios across select geographical regions (Hollywood,

European Markets and Bollywood), equipping students with the know-how

required to design effective f i lm marketing campaigns across genres and formats

(mainstream, documentary and indie) and explaining the key aspects of

distr ibution and exhibit ion of f i lms.

Unit – 1

History of film business

Nickelodeon Era, Golden Age of Hollywood, Major changes in the movie business over the

decades. Production Company & Studio Orientation



40


Advent of the blockbuster. Block Buster Mentality. Explain the business strategies of the different

studios using Case Studies - Home run Strategy, Single and Doubles Strategy -. Disney Case

study. Discuss all the Hollywood majors and their brief history. Explain various mergers and

acquisitions in the film business. Discuss various perspectives from different stakeholders after a

colossal box office failure – Case of Lone Ranger


Unit 2

Hollywood and Bollywood – Majors and Independents

Discuss the business strategies of all the major Hollywood studios.

The Rise of Lionsgate - From Independent to Global Media Conglomerate, The Hollywood

Ecosystem - Participants - Internal Greenlight Analysis, Key Demographics,

Independent Producers – Roles and responsibilities - Case Study of The Graduate – Rise and fall

of Miramax - Cash break even case studies from Hollywood – Gross Points and Net Points

Discuss the roles and responsibilities of the Story Department, Studio Executive and explain the

business ecosystem of Literary Agents. Discuss the case study of Harry Potter in the context of

Blockbuster Franchises.

The Producer’s Business Reports, Data and Producer’s Principles, Current Players, Markets and

Trends in the following Film Industries.

Bollywood Entry of Hollywood Majors into Bollywood Film Production. Select Case Studies from

Indian Cinema – Bollywood – Case of Eros International, Regional Cinema,

World Cinema - European Cinema, African Cinema, Latin American Cinema, Hollywood


Unit – 3

Perception of Market Research in the film industry and Introduction to Film Marketing

Describe Audience Research Measurement, Test audiences, Explain different measurement tools

and techniques through the Case studies of Ormax Media and Peidmont Research

Explain the motives behind Consumer Selection of Films – Structural Considerations and Film

Marketing



41


Film Marketing Strategies- Case Studies, Positioning the film, Target Audience, Creative Strategy

Marketing Mix for Films, Traditional Media Advertising, Marketing in Digital Media, Promotional

Tie- Ins and Product Placement. In-film branding and brand tie-ups


Unit 4

Film Marketing Strategies

Explain the role of critics and word of mouth in film marketing. Explain the role of Film Marketing

Materials – Film Posters, film Trailers . Discuss the film-marketing calendar. The impact of

technology on Film marketing practices – Social Media and Film Marketing – Case study of the

Blair Witch Project. Explain the Marketing strategies of Indie Films & Documentary Films –

Reaching the right audiences through New Media Case Studies across various film markets/

regions Role of film festivals in marketing independent films.


Unit – 5

Film Distribution and Exhibition

Theatrical Distributors - I

The studio distributors: the majors, The three studio arenas - Studio Executives, The Distribution

Unit, The Production Arena, Studio relationships with independent producers, In-House Studio

Production, Negative Pickup, Distribution-Only Relationship, The U.S. independent theatrical

distributors, new models of distribution

Theatrical Distributors - II

Theatrical Distribution, Home Entertainment Distribution, DVD and Blu-ray duplication and

distribution expenses

Film Distribution in India – Demographics and Territories, theatres and multiplexes, Distribution

deals and territories in India, Revenue mixes, revenue streams and film rights, International

distribution of Indian films, Digital Distribution

Deals with exhibitors, The ‘Multiplex’ phenomenon – A global perspective.

Challenges faced by film distributors and exhibitors in India, Changes in the exhibition business as

a result of digitization of screens.



42


Case Studies in distribution and exhibition


Mandatory Reading

• The Movie Business Book, Jason. E. Squire, Simon and Schuster Publishers, 2004, New York,

3rd Edition

• Marketing to Moviegoers: A Handbook of Strategies and Tactics, Robert Maric, 2013,

Southern Illinois University Press, 3rd Edition

Reference Textbooks

• The Producer's Business Handbook: The Roadmap for the Balanced Film Producer, John J.

Lee Jr. & Anne Marie Gillen, 2011, Elsevier Publishers, Burlington , 3 rd Edition

• The Hollywood Economist, The Hollywood Economist: The Hidden Financial Reality Behind

the Movies, Edward Jay Epstein, 2012, Melville House - New York,1 st Edition

• Film Marketing, Finola Kerrigan, 2010, Elsevier Publishers, Burlington, 1st Edition

•

Deal making in the Film and Television Industry: From Negotiation to Final Contracts, MarkLitwack, 1994, Silman-James Press, Beverly Hills, California, 3 rd Edition

• The International Film Business: A Market Guide Beyond Hollywood, Angus Finney, 2010,

Routeledge Publishers, London, 1st Edition

• So You Want to Be a Producer, Lawrence Turman, 2005, Random House Publishers, New York,

1st Edition

• Think Outside the Box Office: The Ultimate Guide to Film Distribution and Marketing for the

Digital Era, Jon Reiss, 2011, Hybrid Cinema , New York, 1 st Edition

• The Insider's Guide to Independent Film Distribution, Stacey Parks, 2007, Elsevier Publishers,Burlington, 1st Edition.

MMBA8402: TRANSMEDIA STRATEGY AND PRODUCTION

Course Objectives

Media Producers need to be aware of the latest trends in media consumption, which has been

undergoing a sea change because of convergence and advent of digital media. Given that the

current and future generations are digital natives it is very important that media producers come



43


up with innovative content strategies on cutting edge media platforms. Transmedia is the use of

multiple media platforms to tell an extended story. While use of the term transmedia is relatively

recent, the explosive growth of digital communication channels has made the concept so popular

that the Producers Guild of America has approved a new film credit for ‘Transmedia Producer’. In

this subject, students will learn the principles of transmedia storytelling and production.

The course aims and focuses on teaching the theoretical aspects of convergence

and how it is changing the media business landscape, the principles of transmedia

storytel l ing, the principles of creating a native transmedia project and the key

aspects of Production and Distr ibution of Transmedia Projects

Unit 1:

Introduction to Convergence and Transmedia

Case of Bert is Evil. Explain the dynamics of Convergence, Participatory Culture, Collective

Intelligence through the case of Survivor Spoiling game. Introduction to Transmedia, Why

Transmedia? Popular Misconceptions, Changing Experiences and etc., Case studies in Native

Transmedia – Pandemic . Discuss the applications of Transmedia in branding and storytelling


Unit 2:

Principles of Transmedia – 1

Discuss the creative purposes of transmedia

Spread ability vs. Drillability - Access and ability to spread, Forensic Fandom and ability to drill,

Continuity vs. Multiplicity - Continuity and engagement, Time Line of Development, Single and

Multiple Universes, Retellings and fresh perspectives

Immersion vs. Extractability - Entering New Worlds, Bringing the Story World With You


Unit 3:

Principles of Transmedia – 2



44


World Building - Stories vs. Characters, Author as World Builder, Breaking Boundaries Between

Worlds, Seriality - Early Examples, Understanding Story vs. Plot, Homebase and Story Outposts,

Subjectivity - New perspectives and levels of understanding, Extending timelines, Found Footage

– Author as Curator, describe the engagement pyramid

Performance - Building communities, Creating action steps, Planned Invitation, Author - Fan

interaction


Unit 4:

Developing a Transmedia Story

The Premise, The world of your story, Defining the characters, defining the world, timeline, plot.

Writing for Transmedia, Goals and Objectives, tailoring content, Choosing media, tricks and

pitfalls. Creating a transmedia bible


Unit 5:

Funding, Producing and distributing Transmedia Projects

Early stage Finance, Spending Plans, going mainstream, presenting, Technical Production, Cast

and Crew, Time Management, Union Issues. Content Distribution – Building and Growing a

Brand, Social Media, International Distribution- Global strategy, Local Hurdles for a global

campaign. Licensing & Merchandising

Understanding the Licensing World, Case studies in Licensing and Merchandising


Mandatory Reading

• A Creator's Guide to Transmedia Storytelling: How to Captivate and Engage Audiences

Across Multiple Platforms, Andrea Philips, 2012, Mc Graw hill, New York, 1st Edition

• Convergence Culture: Where Old and New Media Collide, Henry Jenkins, 2008, New York

University Press, New York, 2nd Edition



45


Reference Textbooks

• Storytelling Across Worlds: Transmedia for Creatives and Producers by Tom Dowd, Michael

Niederman, Michael Fry and Josef Steiff, 2013, Focal Press, Burlington, Massachusetts, 1st

Edition

• The Producer's Guide to Transmedia: How to Develop, Fund, Produce and Distribute

Compelling Stories Across Multiple Platforms, Nuno Bernardo, 2011, Beactive books, London,

1st Edition

• Spreadable Media: Creating Value and Meaning in a Networked Culture, Henry Jenkins, Sam

Ford, Joshua Green , 2013, New York University Press, New York, 1st Edition

• Sherlock and Transmedia Fandom: Essays on the BBC Series by Stein, Louisa Ellen, Louisa

Ellen Stein and Kristina Busse, 2012, Mc Farland and Company, London, 1st Edition.

• The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue,

and the Way We Tell Stories... by Rose, Frank, 2012, Norton and Company, New York, 1st

Edition

• Transmedia Storytelling: Imagery, Shapes and Techniques by Giovagnoli, Max, 2011, ETC

Press, Pittsburg, California, 1st Edition

• Transmedia Television: New Trends in Network Serial Production by Clarke, M.J, 2013,

Bloomsbury Publishing, London, 1st Edition

• Stories in between: narratives and mediums at play by Drew Davidson, 2008, ETC Press,

Pittsburg, 1st Edition

MMBA8503: LINE PRODUCTION

Course Objectives

Efficiency in production is the Holy Grail of all formats of content production. This pursuit requires

a thorough theoretical and practical grounding in line production. This course enables students to

understand a producer’s core responsibilities through an overview of the creative, executive, and

technical (line producing and production management) aspects of production. The course is

designed to give students a thorough understanding of script breakdown, film scheduling,

budgeting, pre production planning, location scouting and booking, casting, set management

etc. This course will teach students to accurately break down a script by analysis of relevant

elements of the script and to understand the implications and impact on scheduling, budget,



46


locations and other constraints. Most part of this course will be based on practical learning and

performing real time enquires and accounting for factors and constraints.

The course aims and focuses on enabling students to demonstrate the abil i ty to

crit ical ly and technical ly analyze f i lm scripts in order to assess cast, crew needs,

movies budget, schedule, storyboards etc., identify the various elements

influencing the project’s budget, adapt quickly and appropriately to changing

circumstances including script changes, schedule changes and plan for

contingencies, understand different rate charts, union regulations, cal l t imes and

payments, create and modify a commercial ly viable Budget for a script and learn

to use Movie Magic software and create a script breakdown, schedule and budget

and introduce various aspects of the Post Production process.

Unit 1:

The Production department

Discuss the details of the process of filmmaking: Concept to execution, Hierarchy of production

and different production roles -Executive producers’ role in Bollywood / Hollywood / TV

Industries. Detail the role of a Line Producer and different job duties


Unit 2:

Pre production planning

Script Breakdown- understanding all the different elements involved; Provide detailed

understanding of Location scouting, casting through live projects; Preparing appropriate

costumes, props based on need for live project.


Unit 3:

Movie Magic Software

Introduction to the different features. Practical sessions on breakdown of the script, scheduling,

budgeting. Understanding how to efficient make a shoot schedule for a film.



47



Unit 4:

Union Rules & Regulations, Budgeting and Scheduling

Detail the different union rules and regulations. Prepare consent forms, location approval reports

for media business; Discuss actor and crew contracts. Understand how to make a shoot schedule

and on-set management. Planning and contingency to be built in during film and TV production.

Detail the different Insurance policies for film and media;

Discuss finance management and budgeting for film and TV. Understand and the role of a

producer in determining budget, costs, schedules etc. Prepare a detailed budget, schedule after

completion of the breakdown for the script given. Preparing a postproduction schedule and

pipeline.


Unit 5:

Introduction to Post Production

Post-production sub-sectors, post-production eco-system and post-production work

flows/processes

Introduction to Film Laboratory Services, Film Editing - Telecine and Digitization, Introduction to

Editing Systems (Linear and non-linear editing), Overview of Computerized Editing Techniques,

Assembly, Rough Cut and Final Cut, Sound Editing and Design, Visual Effects and Animation,

Digital Intermediate Process – Color Correction, Opticals, Digital Restoration.


Mandatory Reading

• Producer to Producer, Maureen A Ryan, 2011,Michael Wiese Productions, Studio City,

California, 1st Edition

• The Budget Book for Film and Television, Robert J Koster, 2013, Focal Press Burlington,

1st Edition.



48


Recommended reading

• The Producer’s Business Handbook, Anne Marie Gillen,2011,

Elsevier, Newton, Massachusetts, 3rd Edition

• Film Scheduling by Ralph S Singleton, 1991, Long Eagle Publishing company , New York,

2nd Edition

• Digital Filmmaking Handbook by Mark Brindle, 2013, Quercus, London, 1st Edition

• Scheduling and budgeting your film : A Panic free guide, Paula Landry, 2013, Elseiver Inc,

Newton, Massachusetts, 1st Edition

• The Movie Magic Manual, EP Budgeting and Scheduling software

• Pre production planning for film, media and multimedia, Steve Catwright, 1996, Elseiver

Inc, Newton, Massachusetts, 1st Edition

• A Complete Film Production Handbook, Eve Light Honthaner, 2010, Elseiver Inc, Newton,

Massachusetts, 4th Edition

• Raindance Producers’ Lab: Lo to No budget filmmaking, Elliot Grove,2004, Focal Press,

Burlington, 2nd Edition

YEAR II – SEMESTER I

MMBA8105: FILM FINANCE & PRESENTATIONS

COURSE OBJECTIVES

The motion picture industry has a long history of seeking to maximize the returns on investments

made in feature films. Further, many management judgments and estimates influence overall

project economics and return-on-investment analyses, such as allocation of overhead costs and

overall deals. Against this industry backdrop, a producer’s main job is to obtain funding for his

project. A producer should possess strong presentation skills to be able to obtain this funding.

This course details the various ways a producer can raise funds for his project – and the processes

followed in the Industry to obtain funds.

This course is intended to provide a working understanding of the contemporary

film market, with an over-riding emphasis on how the film producer functions in

the market place to optimize the recoupment of funds invested in a fi lm. The

strategies and mechanics of successful ly bringing f i lms to the market place and

negotiating and closing distr ibution contracts l ies at the core of the course. I t wi l l

also explore how an independent producer or f i lm company executive uti l izes the

market to secure f inancing for future projects or slates of f i lms. The emphasis of



49


the course is on narrative feature fi lms and not upon (documentar y and short

f i lms)

Unit-1:

Key Participants in the Motion Picture Business

How the Motion Picture Industry Functions? (10 categories of participants): 1. Audiences;

2.Distributors; 3.Producers; 4.Retailers and licensed media; 5.International territories; 6.Financing

participants; 7.Distributor subcontractors; 8. Production talent and subcontractors; 9. Ancillary

media and licenses; 10. Major consumer brands


Unit-2:

Motion Picture Financing

Introduction to Motion Picture Financing, Private Funding, Equity Investment & pitfalls

The Banking Business, Types of Loans & basis of lending decisions, The Loan approval process,

Finance Plan: Production Financing Worksheets, Preparation and analysis of Production Financing

Worksheets


Unit-3:

Ancillary Windows, Rights and Products:

The effect of theatrically released motion pictures on other windows, rights and products,

Audience sizes in major windows; Ancillary audience characteristics, The first ancillary window:

Home entertainment distribution, The second ancillary window: Premium cable television, The

third ancillary window: Network or cable television premiere, The fourth ancillary window: Free

television syndication, Other ancillary rights: Novelization; Product Placements; Premium Tie-ins;

Sound tracks and music publishing; Toys and merchandising; Retail games and electronic games;

Brand Tie-in Models




50


Unit-4:

Completion Processes

Talent and Vendor Profit; Equity Offsets, Gap financing, Private Equity, Completion Guarantors

and Film Insurance: What completion guarantees do? Producer’s perceived and real value of

completion guarantors, Completion insurance relationships, The completion bond package,

Completion Insurance Cost and etc.


Unit-5:

Film Markets

Importance of film markets, How film markets work? Who attends film markets? How to attend a

film market? Sales Agents, Strategies for different film markets, researching different famous film

festivals and markets, submitting to festivals and etc., Valuation of stars, foreign exchange

management practices, Issues and challenges in the current global and Indian film industries and

Development Financing: The essential power of funded development, Development funding

sources, Production company financing, Studio financing, Investor financing, Co-production

company financing, government agency financing, crowd-funding and the steps in the process of

securing development financing (preparation of Business Plan and ‘Activity Projection Charts’)


Mandatory Readings

• Bankroll: A New Approach to Financing Feature Films, Tom Malloy, 2012, Michael Wiese

Productions, Studio City, California, 2nd Edition

• Getting the Money: A Step-By-Step Guide for Writing Business Plans for Film, Jeremy Juuso,

2009, Michael Wiese Productions, Studio City, California, 1st Edition


• 43 Ways to Finance Your Feature Film, Updated Edition: A Comprehensive Analysis of Film



51


Finance, John W. Cones, 2008, Southern Illinois University Press, Carbondale, Illinois, 3rd

Edition

• Filmmakers and Financing: Business Plans for Independents, Louise Levison, 2013, Focal

Press, New York, Seventh Edition


Lee Jr. and Anne Marie Gillen, 2011, Focal Press, New York, 3rd Edition

• The Art of Film Funding, Alternative Financing Concepts, Carole Lee Dean, 2007, Michael

Wiese Productions, Studio City, California, 2nd Edition

• Independent Feature Film Production: A Complete Guide from Concept Through

Distribution, Gregory Goodell, 2003, St. Martin’s Press, New York, 1st Edition

• The Movie Business Book, Jason E. Squire, 2004, Fireside Book Published by Simon &

Schuster, New York, 3rd Edition

• Deal making in the Film and Television Industry: From Negotiation to Final Contracts, Mark

Litwack, 1994, Silman-James Press, Beverly Hills, California, 3rd Edition

MMBA8303: CONTEMPORARY ADVERTISING TRENDS

Course Objectives

Advertising has gone through a process of continuous evolution. The advent of digital media has

made the evolution super fast and marketers have been coming up with innovative advertising

strategies at a similar pace. The contemporary advertising trends course tries to provide a bird’s

eye view of this ever-changing landscape. The advertising industry has witnessed some

remarkable changes in the recent past. The constant onslaught of advertising that most

consumers are exposed to has created advertising blindness – people can read a newspaper or

webpage without even noticing the advertising. Companies are now focusing their efforts on

building passionate communities around their products and creating ‘conversation’ withconsumers.

The course aims and focuses on introducing the major trends in the current

advertis ing landscape, discussing novel marketing techniques l ike Permission

Marketing, Location Based Marketing, Neuro Marketing, Sensory Marketing and

discussing the core principles of Integrated Marketing and Communication.

Unit 1:



52


Introduction to Advertising

Describe the evolution of advertising, Historical approaches, Explain the Economic, Social and

regulatory aspects of advertising. The scope of advertising – from local to global. Explain what is

advertising today. Explain the informational and transformational roles of advertising


Unit 2:

Permission-based marketing

Explain the marketing crisis that money won’t solve, Describe how permission marketing is the

way to make advertising work again. Explain the need to focus on Share of customer rather than

market share, Explain how frequency builds trust and permission facilitates frequency, What are

the five levels of Permission, Permission as a commodity, Permission Marketing in the context of

web.


Unit 3:

Location-based marketing

Introduction to Location based marketing, Describe the tools available for location based

marketing, Explain how one can sort through the Location Marketing Maze Setting up the LBM

campaign, Big Players in LBM, Describe the Integration of Location based marketing into other

channels, LBM Tools, Best Practices, Measuring ROI


Unit 4:

Integrated Marketing and Communication

Introduction, Describe the IMC Planning Process, Corporate Image and Brand Management,

What is the role of IMC in the Marketing Process, IMC program Situation Analysis, IMC Media

Tools, Analyzing the communication process, Objectives and Budgeting for IMC programs,



53


Developing IMC Programs, Monitoring Evaluation and Control, Describe IMC Ethics, Regulation

and Evaluation


Unit 5:

Contemporary Innovative Marketing Trends

Define Neuro Marketing – What are the only six stimuli that speak to the OLD Brain , Sensory

Marketing – What is sensory marketing, Marketing 3.0, The Smell Sense, The Sound Sense, The

Sight Sense, The Taste Sense, The touch Sense, The Brand as a sensory experience, Collaborative

Marketing, Long-tail Marketing, Word Of Mouth, Buzz and Viral Marketing


Mandatory Reading

• Contemporary Advertising: And Integrated Marketing Communications, William Arens,

Michael Weigold , Christian Arens , 2012, Mc GrawHill/Irwin, London, 13

th

Edition• Permission Marketing: Turning Strangers Into Friends And Friends Into Customers by Godin,

Seth, 2012, Simon and Schuster, New York, Kindle Edition

Reference Textbooks

• Integrated Advertising, Promotion and Marketing Communications, Kenneth E Clow, Donald

E Baack, 2012, Prentice Hall, New Jersey, 5th Edition

• Integrated Marketing Communications: Putting It Together & Making It Work Hardcover

by Don E. Schultz (Author), Stanley I. Tannenbaum (Author), Robert F. Lauterborn

(Author),2000, NTC Publishers, Illinois, 1st Edition

• Sensory Marketing, Bertil Hultén, Niklas Broweus, Marcus van Dijk, 2009, Palgrave and

Macmillan, London, 1st Edition

• Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes

and Other Mobile Strategies to Grow Your Business, Jeanne Hopkins, Jamie Turner, 2012,

John Wiley and Sons, New Jersey, 1st Edition

• Location Based Marketing For Restaurants: Simple, Low Cost, Easy To Use Tactics To Get

Customers In The Door, J. Matt Bodnar, 2011, Createspace Publishers, South Carolina, 1st

Edition



54


• Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital

Era, Gini Dietrich, Geoff Livingston, 2012, Que Biz-Tech, Indiana, 1st Edition

• Controversies in Contemporary Advertising, Kim B. (Bartel) Sheehan, 2014, Sage Publishers,

Thousand Oaks, California, 1st Edition

• The Long Tail: Why the Future of Business is Selling Less of More, Chris Anderson, 2006,

Hyperion Publishers, New York, 1st Edition

MMBA8304: CAMPAIGN PLANNING AND EXECUTION

Course Objectives

One of the major revenue sources of media business is advertising. Advertising doesn’t start and

end with a brilliant idea. Brilliant ideas fall flat in the wake of poor campaign planning and

execution skills. It takes meticulous campaign planning and execution to complete the full cycle

of advertising. This course gives students the execution perspective of the advertising process.

Students understand the inner workings of media planning ecosystem. Students learn the steps of

planning and building a campaign through research and hypothesis testing, before developing

the campaign collateral and executing a strategic media plan.

This course aims and focuses on enabling students to understand Creative

Strategy and Media Planning in detai l , identify and art iculate campaign objectives,

create actionable plans to executive marketing strategies and perform end-to-end

Campaign Management including assessment of campaign effectiveness.

Unit 1

Campaign Research

Uncovering Insights, digging through secondary sources, Explain the process of conducting

Primary research, Interpreting the data, Describe Brand Hofstede and its applications in Brand

Strategy, Consumer Ethnography, Common Mistakes in advertising and branding research


Unit 2

Campaign Strategy



55


The creative brief, Linking Strategy with thinking, feeling, checklist for creative brief, coming up

with the big idea, turning an idea into a campaign theme, guidelines to brainstorming

Implementation – One big Idea to hundreds of Ideas, Basics of Writing Copy, Guidelines for

effective copy writing, Design Elements


Unit 3

Introduction to Media Planning,

Describe the changing role of media planners, Discuss the general procedures in media planning,

principles for selecting media vehicles, Explain various problems in media planning, Sample

Media Plan Presentation


Unit 4

Measurement Practices

Explain the relation ship among media, advertising and consumers, Describe the methods of

basic measurement of media audiences, basic measurements and calculations, Advanced

measurements and calculations – Define GRPs, Reach, Frequency, Marketing Strategy and Media

Planning, Competitive Media Expenditure Analysis


Unit 5

Strategy Planning

Describe Strategy Planning – Target Selection, Where and When to advertise, Weighting, Reach,

Frequency and Scheduling, Selecting Media Classes, Principles of Planning Media strategy,

Evaluating and Selecting Media Vehicles, Explain various Media Costs and Buying Problems,

Setting and Allocating Budget, Testing, Experimenting and Media Planning


Mandatory Reading



56


• Creative Strategy in Advertising, J. Jewler and B.L Drewniany, 2014, Wadsworth , Boston, 11 th

Edition

• Advertising Media Planning, Roger Baron, Jack Sissors, 2010, Mc.Graw Hill, New Delhi,

Seventh Edition

Reference Textbooks

• Advertising Creative: Strategy, Copy, and Design by Altstiel, Thomas (Tom) B. and Grow, Jean

M. 2013, Sage Publications, California, 1st Edition

• Advertising Campaign Strategy: A Guide to Marketing Communication Plans, Donald

Parente.2005, Cengage Learning, Mason, 4th Edition

• Strategic Thinking for Advertising Creatives by Alice Kavounas Taylor , 2013, Lawrence King,

London, 1st Edition

• Advertising Campaign Planning: Developing an Advertising-based Marketing Plan, Jim Avery,

1993, Copy Workshop, Chicago, 4th Edition

• Media Planning & Buying in the 21st Century, Ronald Geskey, 2013, Create Space, South

Carolina, 2nd Edition

• The Media Handbook: A Complete Guide to Advertising Media Selection, Planning,

Research, and Buying, Helen Katz, 2006, Routledge, London, 5th Edition

• Advertising Media Planning: A Brand Management Approach by Larry D. Kelley, Donald W.

Jugenheimer and Kim Bartel Sheehan, 2011, Sharpe, New York, 2nd Edition

• Creative Strategy: A Handbook for Innovation (Columbia Business School Publishing) by

Duggan, William, 2013, Columbia University Press, Columbia, 1st Edition

MMBA8403: BUSINESS RESEARCH METHODS

COURSE OBJECTIVES

Content Production is indeed a complex process and the research is the starting point for

production, irrespective of the scale of production scale and size of the budgets. The Films,

Television programs, Radio programs, Podcasts and all other content forms would have been

thoroughly researched and planned in the pre-production stages. Research is used to assess the

financial viability of a planned production exercise, to gather a range of relevant informational

variables concerning the content or for effective planning of production schedule. Market



57


research exercises are required to gather data about audience consumption of media products

and services. Research is important at all stages in an organization’s life cycle.

This subject aims and focuses on understanding the purposes of research in the

media industr ies, and to use market research reports for further improvements

therein. This course analyses and interprets the media data through research

methods and techniques. Broadly, the course deals with understanding the

importance of research in f i lm and media, understanding various kinds of research

that are applicable to f i lm and media, understanding the process of research and

understanding how to write a report

Unit 1:

Introduction to research

Defining research, The research Process, Role of research in decision making, The research

industry, Ethics in research


Unit 2:

Research Design

Definition; Classification of Research design: Exploratory, Descriptive, and Causal; primary and

secondary data; qualitative and quantitative research


Unit 3:

Survey and observation

Overview, survey methods, mode of administering survey: personal, telephone, mail, electronic

methods; observational methods: structured versus unstructured; observational methods based

on mode of administration; comparison between survey and observation

Primary and secondary data

Quantitative and qualitative data

Designing questionnaires




58


Unit 4:

Measurement and scaling and sampling

Scale characteristics and levels; primary scales of measurement: nominal, ordinal, interval and

ratio; comparative scaling techniques; non-comparative scaling techniques; multi item scales;

questionnaire designing; Sampling design process, classification of sampling techniques:

probability and non probability; Definitions and symbols; sampling distribution; sample size

determination; reliability and validity


Unit 5:

Data Collection, preparation analysis and reporting

Field work; supervision of field workers; validation of field work; data preparation process; editing,

coding; statistically adjusting the data; frequency distributions; hypothesis testing: Z, t, Chi-

square; correlation and regression; factor analysis


Mandatory Reading

• Marketing Research: An Applied Orientation, Naresh K Malhotra, Pearson India, New Delhi,

6 th Edition

• Business research methods, William G. Zikmund , 2003, Thomson/South-Western, Mason,

Ohio, 7th edition

Reference Textbooks

• Business Research Methods, Donald Cooper and Pamela Schindler, 2010, McGraw-Hill/Irwin

Series in Operations and Decision Sciences, New York, 11 th Edition

• Research Methods for Business: A Skill-Building Approach, Uma Sekaran and Roger Bougie,

2013, John Wiley & Sons, New Jersey, 6th Edition

• Marketing Research: An applied orientation,2011, Naresh K Malhotra and Satyabhushan Dash

, Pearson India, New Delhi, 6th Edition

• Research Methodology concepts and cases, Neena Sondhi, 2012, Vikas Publishing, Noida, 1st

Edition



60


Overview of the industry, different channels; TV ratings, analytics, audience measurement;

production planning and business management, Introduction to TV Production: development,

genres, roles with in the industry & careers. Understanding the creative process that goes into

media business and production.


Unit 2:

Pre Production - Research and Interviewing Skills

Define research techniques used for broadcast media and journalism. Writing skills for film and

media- inputs on writing for situational comedies, reality shows, news columns. Interviewing for

Television- techniques, briefing the talent. Understand logistics management- focus on location

management, permissions and pre-production elements.


Unit 3:

Non-Fiction Templates

Media analysis, Non-fiction media: news, current affairs, & sport content and production

requirements & challenges. Television story & script construction; Explain the changing formats

for news, current affairs & infotainment programs. Presenting for TV and News, voice skills and

news anchoring.


Unit 4:

Craft

Camera operations, editing, sound design and recording. Studio production theory and practical

work with detailed input on studio lighting, acoustics management. Video editing and

introduction to editing aesthetics. Students will learn and use various techniques and methods for

creating broadcast quality programs




61


Unit 5:

Introduction to studio configuration

Studio, control room, support areas; Audio & lighting set ups. Outline and discuss roles of key

personnel, including studio director’s responsibilities & key skills. Changing landscapes of the TV

industry- digital media and distribution strategies. Explain studio versus on location TV shoot,

infotainment programs, game shows and ‘reality’ television.

Introduction to studio configuration:


Projects:

To develop & produce 30 minute TV segment for a reality game show or a NEWS piece. The class

will be divided in groups with each group containing 5 to 7 students. Students produce field

reports, photographing events such as film shoots and recording sessions. Students also arrange

and conduct interviews with actors, directors, producers, and musicians.

Mandatory Reading:• Directing and Producing for TV, Ivan Cury, 2010, Focal Press, Burlington, 4th edition

• Broadcast Basics: A Beginner's Guide to Television News Production, Yvonne Cappe, 2006

Marion Street Press, LLC, Portland , 1st Edition

Reference Textbooks:

• Pre production planning for film, media and multimedia, Steve Catwright, 1996, Elseiver

Inc, Newton, Massachusetts , 1st Edition

• On Camera: How to report, anchor and interview, Nancy Reardon, 2014, Focal Press,

Burlington, 2nd Edition

• Research Media for Production, Kathy Chater, 2002, Focal press, Burlington, 2nd Edition

• Digital Filmmaking Handbook by Mark Brindle,2013, Quercus, London, 1st Edition

• Writing and Producing Television News: From Newsroom to Air, Alan Schroeder, 2008,

Oxford University Press, New York, 1st Edition

• Greenlit: Developing Factual / Reality TV Ideas from Concept to Pitch, Nicola Lees, 2010,

A&C Black Publishers, London, 1st Edition

• Television News, Ivor Yorke, 2000, Focal Press, Burlington, 4th Edition



62


MMBA8505: INTERNATIONAL COPRODUCTIONS

Course Objectives:

Official international co-productions are an increasingly attractive option for many producers.

Some of the most internationally successful film projects, e.g., ‘Crouching Tiger, Hidden Dragon’,

‘Slumdog Millionaire’, etc. have been coproductions. Logically, it becomes very important that the

whole gamut of context, structure, advantages, disadvantages and other nuances of co-

productions need to be appreciated and acquainted with

This course aims and focuses on dealing with the social , institutional/policy and

regulatory background of fi lm production in India and in a broader European and

global context. It offers a deeper understanding of the creative forces behind film

and, of how Indian policy making/ taxation policies, subsidies and economic forces

have influenced the production. Addit ional ly, i t covers the co-production in India

and other select economies and the role of Indian films, internationally

Unit-1:

Introduction to co-productions

Why co-produce? Types of co-productions, Trends in co-productions, Case studies of successful

coproduction ventures and etc.


Unit-2:

International Territories

The flat world of international distribution, Global and international Box Office statistics, Producer

relationships with International distributors, Establishing new international distribution

relationships, International territory licenses, License documentation, Managing international

relationships, International Pre-sales Models, Case studies of successful co-production ventures

and etc.




63


Unit-3:

Production Incentives

What are production incentives? Where are they available? Why are they granted? Types of

Incentives, What is a production rebate? What are the different types of tax credits? What is Up-

Front or Back-End Funding? International Production Incentives, Eligibility criteria, Benefit Limits,

Residency requirements and etc.


Unit-4:

Tax Incentives

Overseas tax incentives (of select economies/centres), deferrals and government subsidies,

European Film Funds


Unit-5:

Treaties

Bilateral treaties with select economies, General Treaty restrictions (with reference to India),

Coproduction Manual: Starting Points, How to Build Experience and Capacity, Phases of the Co-

Production Process, Roles and Responsibilities, Contracts and Fees, Communication and Risks

and Challenges, Finding a suitable co-producer and Standard co-production agreements

Mandatory Readings


Lee Jr. and Anne Marie Gillen, 2010, Focal Press, Burlington, Massachusetts, 3rd Edition

• Raindance Producers’ Lab: Lo-to-no budget Filmmaking, Elliot Grove, 2004, Focal Press,

Oxford, United Kingdom, 1st Edition


• The International Film Business: A Market Guide Beyond Hollywood, Angus Finney, 2010,

Routledge, New York, 1st Edition



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• So You Want to Make Movies: My Life as an Independent Film Producer, Pink, Sidney 1989,

Pineapple Press, Sarasota, Florida, 1st Edition

• International Adventures: German Popular Cinema and European Co-productions in the

1960s, Tim Bergfelder, 2004, Berghahn Books, New York, 1st Edition

• The Film Finance Handbook: How to Fund Your Film, Adam P. Davies and Nicol Wistreich,

2007, Netribution Limited, London, New Global Edition

• The Business of Media Distribution: Monetizing Film, TV, and Video Content in an Online

World, Jeffrey C. Ulin, 2014, Focal Press, Burlington, Massachusetts, 2nd Edition

• Hybridity: The Cultural Logic Of Globalization, Marwan M. Kraidy, 2005, Temple University

Press, Philadelphia, 1st Edition

• Film Festivals: Culture, People, and Power on the Global Screen, Cindy Hing-Yuk Wong, 2011,

Rutgers University Press, New Jersey, 1st Edition

MMBA8305: DIGITAL MARKETING AND TECHNOLOGY

Course Objectives

Digital Natives are forcing media businesses to come up with content and marketing strategies

across all the digital media platforms. All forms of content marketing , be it Films, be it Television

are using digital marketing campaigns in their effort to reach out to the audience. This course

helps the students to plan, manage and execute successful digital marketing campaigns that build

brands and generate sales. It deals with aspects and issues like, how to use today’s most effective

digital tools and techniques, including search marketing, email, video, content, social media and

mobile.

This course aims and focuses on enabling students to understand the nuances of

al l the digital marketing channels in detai l , create and run stand-alone search

marketing campaigns, display marketing campaigns and social media campaigns

and strategize, plan and execute Integrated Digital Marketing Campaigns.

Unit 1:

Introduction to Digital Marketing



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Describe the evolution of digital marketing, technology behind digital marketing, Discuss the

need for a digital marketing strategy, understanding the digital consumer, Website – the hub of

digital marketing, discuss the steps in building a website


Unit 2:

Search Engine Marketing/ Optimization

Explain how search has changed business. What are the keys to an effective Search Strategy

Understanding Search Engines, Introduction to Google AdWords and Microsoft Bing, Setting up

campaigns and running ads in these platforms, Budgeting and Metrics


Unit 3:

Display Advertising

Describe the display advertising landscape, Display Ad types and formats, Defining advertising

objectives, Describe Campaign Planning Strategies, Google’s Display Network, Google AdSense

Metrics and overview of online publishing, alternatives to Google AdSense. Revenue Models .


Unit 4:

Leveraging Social Media

Explain Strategic Planning with Social Media, Social Consumers, Define Social Commerce

Describe Facebook Marketing – End to End Campaign Management

Setting up a Facebook campaign, targeting, budgeting and metrics, Understanding Page Insights,

Promotional Posts and reach.


Unit 5:

Other Social Media and Mobile



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Campaign Management in LinkedIn and Twitter, Marketing Strategies for Twitter, building

followers, Exploring new social media platforms –Google Circles, Pinterest, Instagram and their

relevance in Integrated Marketing Communication.

Video, Mobile and Analytics, YouTube Advertising – Metrics and Budgeting, Mobile Advertising

and the world of Apps. Understanding Google analytics – Metrics and Insight Mining.


Mandatory Reading

• Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation,

Damian Ryan, Calvin Jones, 2011, Kogan Page, London, 2nd Edition

• Social Media Marketing, Tracy L. Tuten (Author), Michael R. Solomon, 2014, Pearson

Education. Essex, 1st Edition

Reference Textbooks

• Display Advertising: An Hour a Day, David Booth, Corey Koberg, 2012, John Wiley & Sons,

New Jersey, 2nd Edition

• Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business

Strategy, Vanessa Fox, 2012, John Wiley & Sons, New Jersey, 1st Edition

• The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile

Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, David

Meerman Scott, 2013, John Wiley & Sons, New Jersey, 1st Edition

• The Best Digital Marketing Campaigns in the World: Mastering The Art of Customer

Engagement, Damian Ryan, Calvin Jones , 2011, Kogan Page, London, 1st Edition

• Purple Cow: Transform Your Business by Being Remarkable, Seth Godin. 2009, Penguin, New

York, New Edition

• Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization by

Olivier J. Blanchard , 2011, Que Publishing, Indiana, 1st Edition

• Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity by

Avinash Kaushik, 2009, Wiley , New Jersey, 1st Edition

• Commonsense Direct & Digital Marketing by Drayton Bird, 2007, Kogan Page, London, 5th

Edition



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PROJECT SYNOPSIS

Students will draw upon their learning through the course to decide on a business idea in the media

and entertainment industry or decide on a dissertation topic of their choice. They will be required to

submit a broad overview / visualization of the business idea or a research proposal for their

dissertation.

This report contains the importance of the topic chosen for the project work, scope, need of the

study, objectives, hypothesis, sampling design, limitations, further scope and proposed chapterization

of the project work. This synopsis usually ranges from 5 to 8 Pages.

YEAR II – SEMESTER II

MMBA8404: STRATEGIC MANAGEMENT

COURSE OBJECTIVES

The Media and Entertainment as a creative process is well understood. However the evolving business

models pose a challenge to the leaders of this industry. Accordingly, there is a big need to unravel the

business and managerial challenges of this industry with specific focus on building viable business

models and fund raising. Questions and issues pertaining to creation of competitive advantage – not

just at the startup stage, but also when it has developed into a mature organization, need to be

explored, in addition to corporate and divisional policy formulation and implementation in media and

creative firms.

The basic objective of this course is to analyze the main structural features of an

industry and develop strategies that posit ion the f irm most favorably in relation to

competit ion and influence industry structure to enhance media + entertainment

industry attractiveness, recognize the different stages of media industry evolution,

appraise the resources and capabil i t ies of the f irm in terms of their abi l i ty to confer

sustainable competit ive advantage and formulate strategies that leverage a f irm’s

core competencies in media and entertainment businesses, demonstrate

understanding of the concept of competit ive advantage and its sources and

distinguish the two primary types of competit ive advantage: cost and differentiation



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and formulate strategies to create a cost and/or a differentiation advantage in media

businesses.

Unit -1:

Introduction to Business Policy and Strategic Management for Media businesses

Concept, Evolution of Business Policy as a Discipline. The Nature of Business Policy, Importance

of Business Policy, Purpose of Business Policy, Objective of Business Policy. An Overview of

Strategic Management: Nature of Strategic Decision Making - Approaches to Strategic

Management, Strategists and Their Role in Strategic Management, Mission and Purpose of

Business, Definition, Objectives and Goals of business (using Peter F Drucker’s work),

Environmental Appraisal, Concept of Environment, Components of Environmental Scanning,

Appraising the Environment using various tools and techniques in media businesses.


Unit-2:

Organizational Appraisal in media and entertainment business

Dynamics of Internal Environment, Organizational Capability Factors, Consideration in

Organizational Appraisal, Methods and Techniques used for Organizational Appraisal, Structuring

Organizational Appraisal; Resource based Strategy View

Case Studies of select organizations in TV; Print; Film; Music; Radio; Animation; OOH; Events, PR

and other media and allied industries/sectors


Unit-3:

Strategic Choice in Media Business/Media Enterprises

Process of Strategic Choice, Corporate Portfolio Analysis using select famous models and

frameworks, Industry, Competitor and SWOT Analysis, Subjective Factors in Strategic Choice,

Contingency strategies : Inter-relationship between Formulation and Implementation.

Case Studies of select organizations in TV; Print; Film; Music; Radio; Animation; OOH; Events, PR

and other media and allied industries/sectors




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Unit-4:

Industry Analysis and Behavioral Implementation & Strategic Execution

Competitive Strategy of Michael Porter, Game Theory Approach in Economics to media business

firms, Behavioral Implementation: Leadership, Implementation, Corporate Culture, Corporate

Politics and Use of Power, Personal Values and Business Ethics, Social Responsibility and Strategic

Management.


Unit-5:

Strategic and Operational Controls & Current Trends and Challenges in Media Business

Evaluating Strategy Implementation, Evaluating Marketing Issues in Strategy Implementation,

Evaluating Finance and Accounting Issues in Strategy Implementation, Research and

Development Issues in evaluating Strategy Implementation, Evaluating the Importance of

Information Systems in Implementing Strategy, Strategic Control and Operational Control,

Strategic Control, Operational Control, Benefits and Limitations of Control Techniques,

Organizational Systems and Techniques of Strategic Evaluation, Techniques of Strategy

Evaluation, Current Trends and New Challenges, Transmedia Strategy in media and

entertainment industry, Balanced Score Card, Changing environment and growing opportunities

in digitization, Economics of Business Policy and Strategy, Simulations


Mandatory Readings

• Strategic Management, John Pearce and Richard Robinson, 2012, McGraw-Hill/Irwin, New

York Thirteenth Edition

• Strategic Management: Text and Cases, Gregory Dess, G.T. (Tom) Lumpkin, Alan Eisner

and Gerry McNamara, 2013, McGraw-Hill/Irwin, New York, Seventh Edition




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• Competitive Strategy: Creating and Sustaining Superior Performance, Michael E Porter, 1998,

Free Press, New York, 2nd Edition

• Exploring Corporate Strategy, Johnson and Scholes, 2007, Prentice Hall India, New Delhi, 4th

Edition

• Strategy and the Business Landscape, Pankaj Ghemawat, 2009, Prentice Hall, New Delhi, 3rd

Edition

• Strategy Maps, Kaplan and Norton, 2004, Harvard Business School Press, Boston, 1st Edition

• Strategic Management and Business Policy, Tom Wheelen and David Hunger, 2011, Prentice

Hall, New Delhi Tenth Edition

• Economics of Business Policy, D.N. Sengupta and Anindya Sen, 2004, Oxford University Press,

Delhi, 1st Edition

• The Balanced Scorecard: Translating Strategy into Action, Robert S. Kaplan, 1996, Harvard

Business School Press, Boston, 1st Edition

MMBA8506: THE LEGAL ASPECTS IN MEDIA

Course Objectives:

This course looks to introduce students to the study of legal and ethical issues in the media.

Students will develop an understanding and appreciation of these issues and the ability to analyze

the important legal and ethical issues involved with the mass media industry.

This course is an overview of the freedom of the media as it is indeed an integral part of the

freedom of expression and essential requisite of a democratic set up. The Indian Constitution has

granted this freedom by way of Fundamental Rights. The media, which is obligated to respect the

rights of individual, is also obligated to work within the framework of legal principles and statutes.

This course aims and focuses on enabling students to become well versed with the

media ethics and laws that govern the f ield of media through a pedagogy

designed to develop a basic understanding of the Indian legal system, develop a

basic understanding of legal research and develop a working knowledge of the

principles and concepts of ethical theory in order to develop an expertise in moral

reasoning with regard to ethical problem solving in the media.

UNIT I



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Introduction to Media Laws and Ethics

Introduction to law. What are media laws? Types of law - civil and criminal, Importance of Law,

Defamation and Slander, The Right to Publish and The Right to Privacy: Freedom of the Press,

Free Press, Fair Trial, Source Protection, Ethics Pressures, Truth Telling and Objectivity, Social

Justice, Hate Speech, Privileges of Parliament and the State Assemblies, Reporting Judicial

Proceeding – The Doctrine of Postponement.


UNIT II

Yellow Journalism:

Concept of Yellow Journalism, History of Yellow Journalism Paparazzi Journalism. Media Laws in

India: Contempt of Court, 1976, Official Secrets Act, 1923; Press and Books Registration Act, 1867;

Copyright Act, 1957, Drug and Magic Remedies Act, 1954, Children Act, 1960, Young Persons Act,

1956


UNIT III

Media Laws in India Pre Independence:

First Press Regulations, 1799, Gagging Act, 1857, Vernacular Press Act, 1857, Indian Press Act,

1910, Entry of Foreign Press, Press Council: Introduction to Press Council, Press Council of India I,

Press Council of India II, AINEC Code of Ethics, Structure and Functions of the PCI, Act and

Committees relating to wages of working journalists.


UNIT IV

Electronic Media Laws:

The Meaning of Broadcasting, Judicial Recognition of the Right to Broadcast, Doordarshan’s

Monopoly and the Hero Cup Judgment, AIR and Doordarshan Code of Broadcasting News and

Advertising, Prasar Bharti Act, Cable TV Networks (Regulations) Act, 1995, Programme Code and

Advertising Code under the Cable Act, Conditional Access System and Digitalization of Cable



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Television under the Cable Television Networks (Regulation) Amendment Act, 2002, and 2011,

Cinematography Act and Film Censorship, Ethics of Journalism: Professional Ethics, Ombudsman,

Lowering of Ethical Values in Journalism. Information Technology Act, 2000 – Internet Protocol TV,

Direct to Home, Interconnection Agreements and Revenue Sharing, Self-regulation


UNIT V

Codes, Regulations & Current Trends

Gathering information legally, Legal sources of news, Ethics in gathering of news, Protecting the

source; Ethics in Advertising: Ethics and controversies in advertising, Code of ethics for

advertising by advertising council of India, DAVP’s code of advertising, Various laws of advertising

in India

Code of Ethics In Public Relations: Codes of Ethics by IPRA; Committees and Commissions

Regarding Media: Professionalism in Media, Self Regulation, Censorship, Reports of Committees

Regarding Media in India - Verghese Committee, Chanda Committee, PC Joshi Committee,

Bacchawat Committee, First Press Commission and Second Press Commission.


Mandatory Reading:

• Media Ethics: Truth, Fairness and Objectivity; Making and breaking news by Pranjoy Guha

Thakurta , 2010, Oxford University Press, Delhi, 1st Edition

• Media Law and Human Rights by Andrew Nicol QC, Gavin Millar QC and Andrew Sharland;

Series Editor: John Wadham , 2001, Oxford University, New Delhi, 2 nd Edition

Reference Textbooks

• Media Law, Media Law Paperback by Geoffrey Robertson (Author), Andrew Nicol (Author),

2002, Penguin, 1st Edition

• Mass Communication in India: Keval J Kumar, 1994, Jaico , New Delhi, 4th Edition

• Media Law and Ethics: Readings in Communication regulation by Kiran Prasad (VOL 1 &

2), 2008, B.R Publishing, New Delhi, 1st Edition



73


• Facets of Media Law by Madhavi Goradia Divan, 2nd Edition, Eastern Book Company,

Lucknow, 2nd Edition

• Media Laws and Indian Constitution, S Kundra, Anmol Publications Pvt. Ltd, New Delhi, 1 st

Edition.

• Ethics in Public Relations, Kathy Fitzpatrick and Carolyn Bronstein, 2006, Sage

Publications, Thousand Oaks, California, 1st Edition

• Gathering and Writing the News: A Reporter's Complete Guide to Techniques and Ethics

of News Reporting, 1976,Burnham Inc, Chicago, 1st Edition

MMBA8506: COST AND MANAGEMENT ACCOUNTING

COURSE OBJECTIVES:

The sheer rapidity and inherent complexity of spending during the production of the feature film

or TV show, is so high that it would be a nightmare for someone who hasn’t been exposed to the

usual reporting and accounting systems. One needs to be conversant with every area of film

production, if not downright expert when it comes to predicting cost overruns. Accordingly, there

is a need for familiarization with cost and management accounting principles with specialemphasis on costing, regulation and control aspects of film and other creative industries.

The course aims to famil iar ize the students with cost records / statements and

principles underlying them and to develop their ski l ls in understanding and

appreciating cost information, to acquaint them in brief with cost and

management accounting mechanics, process and system, but emphasis is laid on

sound concepts and their managerial implications in business organizations and

lastly to develop an appreciation about the uti l i ty of cost information as a vital

input for management information and decision making process

Unit I

Cost Management, Strategy & Methods of Costing

Explain Basic Cost Concepts - An Overview of Elements of Cost - Material Cost -Conversion Cost

– Overheads - Treatment of Overheads – Different classification of costs – Fixed Costs – Variable

Costs – Semi-variable costs – Opportunity Cost – Sunk costs – Controllable costs – Avoidable

costs – Unavoidable costs – Direct Costs – Indirect Costs- Identification of major costs in media

businesses



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Discuss the methods of Costing

Introduction to Costing Methods: Cost Sheet - Job Costing - Batch Costing - Contract Costing -

Process Costing - Service Costing – Costing Methods used in Media Business.


Unit II

CVP Analysis - Planning and Decision Making

Introduction to Cost Volume Profit Analysis - Break Even Analysis – Decision Making using CVP

analysis- Make or Buy Decision - Shutdown or Continue Decision – Dropping the Product lines –

Acceptance of Special Orders.


Unit III

Budgeting: Evaluating and Managing Performance

Explain the concept of budget – Types of Budgets – Fixed Budgets Vs. Flexible Budgets -

Budgetary control - Standard Costing - Variance Analysis – Material Cost Variance – Material Price

Variance – Material Usage Variance – Labour Cost variance – Labour Rate Variance Labor

Efficiency Variance – Idle Time Variance – Overheads variance - Fixed Overheads Variance –

Variable Overheads Variance.


Unit IV

Contemporary Costing Techniques

Introduction to Activity Based Costing - Target Costing - Value Chain Costing – Kaizen Costing -

Life Cycle Costing. Explain Cost Control and Cost Reduction - Value Analysis and Engineering -

Cost Benefit Analysis. An Overview of Cost Audit .



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Unit V

Production Accounting for Film and Television Business

How to set up and undertake oversight of all accounting functions in TV and Film Production

houses, Budgeting, Cost reporting, Accounts payable, Accounts Receivable, Petty Cash, Purchase

Orders, BTL payroll, ATL payroll, per diem, and banking and knowledge of signatory guilds and

unions. Other topics include related software; insurance; union labor law compliance; and

production tax credits, rebates, and refunds


Mandatory Reading:

• Cost Accounting : A Managerial Emphasis, Horn Gren, Foster & Datar,2007, Prentice Hall,

Noida, 12th Edition

•

Cost Accounting , P.K Jain, 2000, Tata Mc Graw Hill, New Delhi, 1

st

EditionReference Textbooks

• Cost Accounting, Moriarity & Allen,1991, John Wiley & Sons, New Jersey,3 rd Edition

• Cost Management & Strategic Emphasis , Blocher, 2005, McGraw Hill Publications, Noida, 4th

Edition

• Cost & Management Accounting for Managers, B. K. Chatterji, 1989, Jaico Book, Mumbai. 4 th

Edition

• Advanced Management Accounting , Robert S Kaplan & Atkinson, 1998, Prentice Hall, Noida,

3rd Edition

• Strategic Cost Management, Basu, Banerjee & Dandpat ,2001, University of Calcutta, Kolkata,

1st Edition

• Accounting for Managerial Decisions, Bhattarcharya & Dearden ,1987, Prentice Hall, Noida, 8th

Edition

• Studies in Cost Management, S N Maheshwari ,2005, Sultan Chand & Sons, New Delhi, 1st

Edition

• Management Accounting , R S N Pillai & Bhagavathi , 1997, Sultan Chand & Sons, New Delhi,

1st Edition

mmba final curriculum 2014 jntu bos

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