Makhanlal Chaturvedi National University of Journalism and Communication offers MBA in media management course to develop leaders who have the ability to drive right changes to enable Media Management.

Master Of Business Administration (MBA)

Eligibility :
Candidate must have graduation degree .

Secure minimum of 50% marks in graduation .

Syllabus :

Semester 1 :

Science of Communication
Principles and Practices of Management Organisation and Management of Media Business & Media Communication
Management : Basic Computer Applications

Semester 2 :
Fudamentals of Media Production
Media Financial Managment & Accounting
Introduction to Marketing Management
Comunication Management
Management : Multimedia Computer
Applications

MBA Specializations
Media Management (MM)

Advertising & Marketing Communication Management (AMC)

Corporate Communication Management (CC)

Science & Technology Communication Management (STC)

Entertainment Communication Management (EC)

MBA syllabus : MCNU
MBA /Semester - 1
M-01: Science of Communication
Objective:
To acquaint students with the concept and process of communication and to enable them to
appreciate the potential and limitations of various communication processes. Also to acquaint
students with various types of media and their characteristics.
Unit-1: Nature, Characteristics and Process of Communication
1.1 Communication: definition, nature and scope Human needs of communication; functions of
communication
1.2 Types of communication: Intra-personal, interpersonal, group and mass communication,
Interactive Communication; Indian approach to communication
1.3 Elements in the process of communication, Communication flows: one-step, two-step, multistep.
Verbal and non-verbal communication.Barriers in communication.
Unit-2: Concept and Models of Mass Communication
2.1 Concept of Mass Communication, Concept of Mass Media Nature and Process of Mass
Communication, its characterestics, Functions of Mass Media
2.2 Models of Mass Communication: Mccoomb & Shaw’s Agenda setting Model and Gratification
Model
2.3 Theories of Mass Communication: Four theories of the Media, Diffussion of Innovation etc.
2.4 Mass Communication for Rural India - Impediments, Strategies
Unit-3: Introduction to Media and New Media Technology
3.1 Traditional Media - Print media: Introduction, types and characteristics. Radio: types and its
characteristics, Television: its characteristics
3.2 Folk media: It's characteristics.
3.3 New Media - Satellite and cable media, Digital Media, Convergence and media, Web Based
Media
3.4 Media Audience : It’s characteristics and types; Impact of Media, Credibility of Media- Audience
Appraisal & Media Literacy.
Unit-4: Media and its Impact on Society
4.1 Indian Society and Culture - Characteristics, Current socio-economic problems, Impact of
Globalisation and Information Technology Revolution
4.2 Role of Media in Democracy and Social Change: Relation of Media to Violence, Consumerism,
Cultural Imperialism, Western Hegemony, Family, Gender and Children Issues, Education,
Rural Development and Economic Progress
Unit-5: Indian and Global Media: Current Trends and Problems
5.1 Declining Diversity of View Point, Concentration of Media Ownership, Tabloidization and
Trivialization of Media, Declining Audiences for Traditional News Media, Participatory/Citizen
Journalism, Declining Media Ethics, Paid News, Sting Operatons, Advertotrials, Deprioritizing
National Develoment Agenda/Prerequisites, Media Corruption/Yellow Journalism, Intimidation
of Media, Media Conversigence, Plagiarism Issue.
Practical Projects :
Suggested Topics:
- Study of different media : Their functions and style.
- Interpersonal and group communication exercises in the class room.
References
- Arvind Singhal and Everett M. Rogers, Indian Information Revolution, Sage Pub.,
Delhi.
- Denis Mcquail, Mass Communication Theory : An Introduction, Response Publication,
New Delhi
- Keval J. Kumar, Mass Communication in India, Jaico, Mumbai
- Pradeep Kumar Day, Perspectives in Mass Communication.
M-02: Principles and Practices of Management
Objective:
To impart basic understanding of Management skills and knowledge and to provide insights to
deal with all kinds of management problems and processes.
Unit-1: Introduction
1.1 Concept and Significance of Management, Philosophy of Management, Principles of
Management,
1.2 Functions of Management : Human Resources, Marketing, Production, Finance, Sales, MIS.
1.3 Contributions by Management Thinkers, National and Global Management,
1.4 Time Management, Stress Management, Crisis Management.
Unit-2: Functions of Management
2.1 Planning : Types and process of planning, Forecasting, MBO - and its techniques, Decision
Making and Negotiation.
2.2 Organizing : Departmentation, Span of Management, Authority Delegation; Centralization
and Decentralization.
2.3 Direction and its techniques, Motivation : types and theories, Leadership styles and models.
2.4 Controlling : steps of controlling, Effective Control.
2.5 Coordination : its principles and styles.
Unit-3: Organizational Behavior
3.1 Group Dynamics, Team Building, Organizational Conflict and Conflict Resolution, Power and
Politics in organization,
3.2 Organizational development
3.3 Organizational Change and Control and Communication.
3.4 Personality Development, Emotional and Rational Behavior.
Unit-4: Human Resource Management
4.1 Human Resource Development : Human Resource in Modern Organizations, Training and
Development Programmes, Rewards
4.2 Performance Appraisal, Talent Identifcation and Recruitment, Employer’s and employee
relations.
Unit-5: Current Trends and Issues in Management
5.1 Outsourcing, Call Centres, Flexiwork, Equal Opportunities
Practical Project:
Suggested Topics:
- Case Studies
- Study of Management style of any corporate undertaking
- Present a study of Management in a Media Organisation.
- Enactment of some Management Games
- Study the functions of an Advertising agency.
References:
- Koontz and Weihrich Principles of Management, Tata Mc Graw Hill. New Delhi
- Satya Raju & Parthasarthy, Management : Text & Cases, Prentice Hall of India
- RD Agrawal - Management in Organisation
- Stoner - Management
- L.M. Prasad - Management
- C.B. Mamoria - Management
- Joseph L. Massie, Essentials of Managment, Prentice Hall of India
- Biswajeet Patanayak, Human Resource Management, Prentice Hall of India
- Gomes-Mejia, Balkin & Hardy, Managing Human Resourc, Prentice Hall of India
- Lesslic W. Rue Llyod Byurs, Management, Tata Mc Graw hill, 2009.
- Joseph M. Putti, Harold Koontz, Essentials of Management, An Asian Perspective,
1998, Tata Mc Graw hill.
- Mc Shane L. Steven, Amry Annvon, Sharma R. Radha, Organizational Behavior,
Includes with Case Studies, Jaico Pubishing House.
- Ivancerich, Organizational Behavior and Management, 7th ed.,Tata Mc Graw
hill. 2006,
- Sharma V.S. Veluri, Organizational Behavior, with case studies, Jaico Publishing
House.
- P.G. Aquinas, Principles of Management, Foundations & Realities, Anmol
Publication, New Delhi, 2007.
- Tiwari, Sanjay, The Uncommon Sense of Managment, Response publication, New
Delhi, 2008.
M-03: Organisation and Management of Media
Objective:
To provide students with an insight in to the management practices and policies of Media
organisations, both Print & Electronic. Also aims to enhance the managerial skills of students
to successfully handle the complexities of Media Management.
Unit-1: Introduction and Ownership of Media
1.1 Principles of Media Management and their significance, Media as Industry and Profession
Principles of good Management.
1.2 Ownership patterns of mass media in India, Private Ltd., Public Ltd. Companies, Individual
ownership, Trust, Co-operative, Religous Institutions (Societies) and Franchisees.
1.3 Main Newspapers, Magazines, Television News Channels, Radio News Channels and News
Portal of India
1.4 Global Media Scenario major interational television channels, radio channels, Transnational
media Houses and Globalisation of Media
Unit-2: Print Media Management
2.1 Concept, Hierarcy, Function & Organization structure of different departments. Changing
role of editorial staff and other media persons. Editorial-Response system, Event Managment
& reporting.
2.2 Media & Political system.
2.3 Advertising, Circulation & Marketing of Newspapers, Factors affecting Circulation. Type of
Circulation.
2.4 Management & Organization of News Agencies, Apex bodies : DAVP, INS, ABC
Unit-3: Electronic Media Management
3.1 Organisation & structure of Radio & Doordarchan (Prasar Bharti).Satellite & Cable
Television in India, Private Braodcasting System in India, Cinema Industry - Functions &
Organisation Structure of departments.
3.2 Recruitment & Service conditions, Planning & executions of programme, Production teams,
control, practises & procedures.
3.3 Administration & Programme Management in Media - Scheduling, Transmitting, record keeping,
quality control and cost effective techniques. Advertising, P.R.and Brand Promotion for building
and sustaining audiences.
Unit-4: New Media Ventures.
4.1 Planning and control, problems, Process & prospects of launching media ventures (Print,
Electronic and Web Media).
4.2 Organisation Theory, Deligation & Decentralization, Motivation, Control & Coordination.
Unit-5: Media Business Management
5.1 Marketing Function (Product, Price, Place and Promotion) with focus on subscirption revenue,
Distribution of TV channels and radio stations, Database Management, Customer Relationship
Management, Customer Interaction Management (CIM), Customer Experience Management
(CIM), Advertising Revenues
5.2 Finance Management, Budgeting, Accounts Management for Fund Flow Planning
5.3 Production Planning and Execution, Control Practices and Procedures.
5.4 Administration and Programme Management - Scheduling, Transmitting, Inventory Management,
Distribution and Logistics Management
Practical Project:
Suggested Topics:
- Study the organisation structure of any Print Media Organization.
- Prepare a detailed list of the Media Houses of India.
- Visit a local television channel and study its functions & organizational structue.
- Tabulate rates of advertising of different Newspapers/Channels & compare them.
References:
- Chiranjeev Avinash, Electronic Media Management, Authors Press, 2000
- Harold Koontz & Heinz Weihrich, Essentials of Management, McGraw Hills Publication.
- Edverd Herman & Robert Mc Chesney, The Global Media - New Missionariies of Global
Capitalism, Madhyam Publication.
- Heslie W. Rue & Lloyd Byars, Management, 13th Edition, Tata Mc Graw Hill.
- Dibankar Panigrahy & B.K. Biswaroy, Media Managemnt in India, Kanishka Publishing
House, 1993
- Biswajeet Gupta, Media Development-New Horizons, Kanishka Publications New Delhi
2006.
- K.P. Yadav, Media Managmenent, Adhyayan Publications, New Delhi, 2006
- Gulab Kothari, Newspaper Management, Intercultural Open Uni., Netherland.
- Virbala, Handbook of Journalism & Mass Communication, Concept Pub. Co. New Delhi.
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- Herbert Lee Williams, Newspaper Organisation & Management, Surjeet Pub. New Delhi.
M-04: Business and Media Communications
Objective:
To develop communication skills needed to become effective communicators and managers.
Also aims to develop expertise in written and oral communication like letters, memos,
presentations & reports.
Unit-1: Introduction to Business Communication
1.1 Business Communication : Importance, Objectives, Intra Organisational Communication.
Memorada, Notices, Circulars, Essentials of effective Correspondance, Formal & Informal
Letters, PR Letters, Reports, Business Communication using Intranet.
1.2 Office Managment : Types of Correspondence, role & function, Receipt & Dispatch of Mail,
Filing Systems, Classification of Mail, MIS
Unit-2: Resume Writing, Interview & Soft Skills Preparation
2.1 Preparing the Resume, Do’s & Don’t of Resume
2.2 Types of Interviews, Preparation, Interview Process, General Etiquette, Dressing Professionalism
Etiquette/Skills, Postures & Gestures
2.3 Essentials of Media Interviewing
Unit-3: Presentation Skills
3.1 Importance, Capturing data, Voice & Picture Integration, Guidelines to make presentations
interesting, Body Language, Voice Modulation, Audience Awareness
3.2 Presentation Plans, Visual Aids, Forms of Layout, Style of Presentation.
Unit-4: Essentials of Media Writting
4.1 Characterestics of Writting for Newspapers and magazines- writing simple news stories, feature
articles
4.2 Basics of Grammar in Hindi and English; use of phrases and words
4.3 Methods of paraphrasing, attribution, Quoting and translation
4.4 Basics of writing for radio
4.5 Basics of writing for TV
Unit-5: Journalistic Writing Skills
5.1 Meaning, Forms : News, Editorial, Features, Middle, Articles, Difference among different formats.
Human Interest stores, Advertorials.
5.2 Journaliam and some Contemparary Issues: Fundamentalism and Terrorism, Global Warming,
Governance & Corruption.

Address:
Makhanlal Chaturvedi Rashtriya Patrakarita Evam Sanchar Vishwavidyalaya, Bhopal
B-38, Vikas Bhawan, Opp. Dak Bhawan, Press Complex, Zone-1, M.P. Nagar
Bhopal, Madhya Pradesh 462011

Here is the attachment.

Attached Files

MBA syllabus MCNU.pdf (168.1 KB, 98 views)