Mmba Final Curriculum 2014 Jntu Bos

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 international
co-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.

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
External
Marks
Marks
Total
Theory
MMBA8101
MMBA8202
MMBA8203
Finance
Accounting for Film &

Media
Media
Introduction to Media
Leadership
and Culture
Media
Management
Leadership
Fundamentals
MMBA8401
Strategy
MMBA8502
Production
Media Business &

Management
Fundamentals of
Screenwriting
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
30
20*+50
100
30
20*+50
100
30
20*+50
100
Practical
MMBA8201
Media
Leadership
Business
Communication &
Presentation Skills
Psychology of
MMBA8301
Marketing
Persuasion and
Consumer Behavior
MMBA8501
Production
Fundamentals of
Filmmaking
2

SEMESTER 2
Subject code
Stream
Subject
Credit
Internal
External
hours
Marks
Marks
40
60
100
40
60
100
40
60
100
40
60
100
40
60
100
30
20*+50
100
30
20*+50
100
Total
Theory
MMBA8102
Finance
MMBA8103
Finance
Media Economics
Financial
Management
Business
MMBA8104
Finance
Mathematics &
Statistics
MMBA8204
Media
Entrepreneurship
Leadership
Development
Film Business,
MMBA8302
Marketing
Marketing,
Distribution and
Exhibition
Practical
Transmedia
MMBA8402
Strategy
Strategy and
Production
MMBA8503
Production
Line Production

SEMESTER 3
Subject Code
Stream
Subject
Credit
Internal
External
hours
Marks
Marks
40
60
100
40
60
100
40
60
100
Total
Theory
Film Finance &
MMBA8105
Finance
Presentations
Contemporary
MMBA8303
Marketing
Advertising Trends
Business Research
MMBA8403
Strategy
Methods
International
MMBA8505
Production
Coproductions
40
60
100
Marketing
Digital Marketing
30
20*+50
100
30
20*+50
100
Production
30
20*+50
100
Project Synopsis
30
20*+50
100
Practical
MMBA8305
Campaign Planning
MMBA8304
Marketing
& Execution
News & TV
MMBA8504
MMBA8601
Production
SEMESTER 4
Subject
code
Credit
Internal
External
Marks
Marks
Total
Stream
Subject
hours
Strategy
Strategic Management
40
60
100
40
60
100
30
Theory
MMBA8404
The Legal Aspects of

MMBA8506
Production
Media
Practical
Cost and Management
MMBA8507
Production
Accounting
20*+50
100
Summer Internship MMBA8602
Project Work
30
20*+50
100
MMBA8603
Project Work - Final
30
20*+50
100
*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 productions 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 postproduction of a film.
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This subject aims to focus on preparing Financial Statements based on Journals,

subsidiary books/ledgers and Trial Balance available in the film 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 AccountingManagement 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

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, 13th

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 PublicationsGreater 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 skills for better personal and team performance, organize and
express ideas in writing and speaking to produce messages suitably tailored 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, SouthWestern 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 articulate key concepts in Media and Culture, learn the history and
current structure of the media, develop critical thinking and thus critical
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, 30th 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, 9th 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, 1st 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 subunits 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 will be on
the conceptual developments in the area of planning, organizing, leading and
controlling managerial functions in media business firms. It 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 critical view 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, Toplevel 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; Vrooms 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 OrganizationsInterpersonal 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
Managers Proficiencies, Human Resource Managements Strategic Roles; Human Resource
Managements 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 to
manage 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
18

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, 10th
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, film, radio, music and
other allied areas of media and entertainment businesses, in addition to
tackling the textural issues within various industry segments, therein. Students
will 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
21

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, New
Delhi, 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
22

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
film and video techniques, teach all the basics of Pre-production, Production and
Post Production and will be able to shoot a short film 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
23

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
24
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. Martins 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 Plotting, exploring the basic 3 Act Structure,
understanding different types of Genres & its Beats and exploring the elements for
writing Low-budget film.
Unit 1
Explain basic Elements of story
Introduction to Storytelling, exploring 5 Ws & 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
25

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.

26
How to build a great screenplay, David Howard,2006,St. Martins 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 familiarize the students with the approach, language and
techniques of managerial economics and media economics, in particular. At a
more specific level, this course has three objectives: Develop specific tools
quantitative as well as broadly analytical that are useful for tackling basic
managerial economics problems; Instill a unique economic point of view
27

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 will be made to use as many examples as
possible related to the verticals of media economy like print, TV, film 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

28
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: Baumols Theory of Sales Revenue Maximization, Marriss Theory
of Maximization of Growth Rate, Maximization of Managerial Utility Function. Pricing Strategies
and Practices: Cost-Plus Pricing, Bains 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
29

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, 26th 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
30

production that occurs before production and is concerned with determining the potential value
of proposed film.
This
subject
aims
and
focuses
on
asset
liability
management
and
wealth
maximization of film industry. It 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 financial decisions in depth such as the investment decisions, financing
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
31

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, 2nd Edition.
Data Analysis and Business Modeling with Excel 2007, Wayne L Winston, 2007, Prentice-Hall
India, New Delhi, 1st Edition
32
Financial Management: Core Concepts, Raymond M. Brooks, 2012, Prentice Hall India, New
Delhi, 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, New
Delhi, 2nd Edition
Financial Management and Policy , James C Van Horne, Sanjay Dhamija, 2012, Pearson
Education, Noida, 12th Edition
Financial Management: Principles and Applications ,Sheridan J. Titman, John D. Martin and
Arthur J. Keown , 2010, Prentice Hall, Noida, 11th 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 decisionmaking. 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
Statistics,
understanding the applicability of these concepts to business situations and

understanding the applicability of these concepts to film and media industry
Unit 1:
Basic Algebra
Real numbers: What are real numbers, Laws of addition, laws of multiplication, distribute laws.
33

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
34

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, 4th Edition
Quantitative methods for Business, Thomas A Williams, David R Anderson, Dennes J

Sweeney, 2007, Cengage Learning, Mason, Ohio, 12th Edition
Contemporary Business Math for Colleges,
James E. Deitz, James L., Southam, 2008,
Cengage South Western College Publishing, Mason, Ohio, 12th Edition

35
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 finance, understand venture capital and angel investor
funding criteria and contractual terms, undertake in-depth research regarding a
specific business opportunity (Opportunity identification & evaluation, and get
familiar with creativity techniques at the individual and organizational level to
identify and capitalize on innovative opportunities.)
Unit-1:
Entrepreneurship Theory & Concepts
36
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,
37

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
38
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 producers
job is not just limited to getting a project ready from script to screen. Once a film has been
produced, it is a producers 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 film business, covering the traditional Hollywood System the independent
film model in terms of production, marketing, and distribution and orienting the
class
about
the
historical,
institutional
and
managerial
approaches
and
developments in film studios across select geographical regions (Hollywood,

European
Markets
and
Bollywood),
equipping
students
with
the
know -how
required to design effective film marketing campaigns across genres and formats
(mainstream,
documentary
and
indie)
and
explaining
the
key
aspects
of
distribution and exhibition of films.
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
39

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 Producers Business Reports, Data and Producers 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
40
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.
41

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 , 3rd Edition
The Hollywood Economist, The Hollywood Economist: The Hidden Financial Reality Behind
the Movies, Edward Jay Epstein, 2012, Melville House - New York,1st Edition
Film Marketing, Finola Kerrigan, 2010, Elsevier Publishers, Burlington, 1st 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
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, 1st 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
42

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
storytelling, the principles of creating a native transmedia project and the key
aspects of Production and Distribution 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
43

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
44
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 producers 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,
45

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 ability to
critically and technically analyze film scripts in order to assess cast, crew needs,
movies
budget,
schedule,
storyboards
etc.,
identify
the
various
elements
influencing the projects budget, adapt quickly and appropriately to changing

circumstances
including
script
changes,
schedule
changes
and
plan
for
contingencies, understand different rate charts, union regulations, call times and
payments, create and modify a commercially 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.
46

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.
47

Recommended reading
The Producers 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 producers 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 film. The
strategies and mechanics of successfully bringing films to the market place and
negotiating and closing distribution contracts lies at the core of the course. It will
also explore how an independent producer or film company executive utilizes the
market to secure financing for future projects or slates of films. The emphasis of
48

the course is on narrative feature films and not upon
(documentary and short
films)
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

49
Unit-4:
Completion Processes
Talent and Vendor Profit; Equity Offsets, Gap financing, Private Equity, Completion Guarantors
and Film Insurance: What completion guarantees do? Producers 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
50

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. Martins 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 birds
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 with
consumers.
The course aims and focuses on introducing the major trends in the current
advertising landscape, discussing novel marketing techniques like Permission
Marketing, Location Based Marketing, Neuro Marketing, Sensory Marketing and
discussing the core principles of Integrated Marketing and Communication.
Unit 1:
51
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 wont 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,
52

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, 13th 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 Hultn, 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
53
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 doesnt 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 detail, identify and articulate 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
54

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
55
Creative Strategy in Advertising, J. Jewler and B.L Drewniany, 2014, Wadsworth , Boston, 11th
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
56

research exercises are required to gather data about audience consumption of media products
and services. Research is important at all stages in an organizations life cycle.
This subject aims and focuses on understanding the purposes of research in the
media industries, 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 film and media, understanding various kinds of research
that are applicable to film 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

57

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, Chisquare; 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, 11th 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
58
Business Research Methods, Alan Bryman, Emma Bell, 2007. Oxford
University, Press, New
York, Illustrated Edition
Business Research Methods, Donald R. Cooper, Pamela S. Schindler, 2014,

McGraw-Hill Irwin, Newyork, 12th Edition
Business research methods, William Emory, 1985, R.D. Irwin, Concord, Ontario, 3rd Edition
Marketing Research: Research Design, G.C.Berry, 2007, Tata McGraw-Hill Education, New
Delhi, 13th Edition
Marketing Research, S.L. Gupta., 2004. Excel Books India, New Delhi, 1st Edition
MMBA8504: NEWS & TV PRODUCTION

Course Objectives:
Given the burgeoning number of News and TV channels, out of all the different forms of content,
News and TV related content is the most lucrative for media business. News and TV production
requires the aspiring media professional to understand the nuances and develop the skillset
needed to produce this kind of content. The course gives students a complete understanding of
newsgathering and television production with emphasis on practical hands-on education.
Students gain an understanding of how News and Television shapes our culture, politics and
economy while examining the current affairs and entertainment programs. Students learn how to
create content for reality and episodic TV show, Sport and entertainment reporting and gather the
required interviews and reporting skills. Students will gain a practical understanding of production
methods and techniques in the context of telling compelling stories
This course aims and focuses on enabling the students to understand the social,
economic and cultural background for creating News and TV content, gain
newsgathering, writing and anchoring skills required for broadcast journalism,
learn all the technical skills required such as writing, producing, editing for
developing news stories and television pieces, acquire basic lighting skills
required for broadcast shows, live shows and floor management skills and be well
versed with regulatory rules, media laws and associated procedures.
Unit 1:
Introduction to Broadcast Media Business
59

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

60

Unit 5:
Introduction to studio configuration
Studio, control room, support areas; Audio & lighting set ups.
Outline and discuss roles of key
personnel, including studio directors 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
61
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 coproductions need to be appreciated and acquainted with
This course aims and focuses on dealing with the social, institutional/policy and
regulatory background of film 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. Additionally, it 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.

62

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 UpFront 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 CoProduction 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
63
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 todays 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
all the digital marketing channels in detail, 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
64

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, Googles 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
65

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
66
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 position the firm most favorably in relation to
competition and influence industry structure to enhance media + entertainment
industry attractiveness, recognize the different stages of media industry evolution,
appraise the resources and capabilities of the firm in terms of their ability to confer
sustainable competitive advantage and formulate strategies that leverage a firms
core
competencies
understanding
of
the
in
media
concept
and
of
entertainment
competitive
businesses,
advantage
and
its
demonstrate
sources
and
distinguish the two primary types of competitive advantage: cost and differentiation
67

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 Druckers 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

68
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
69
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 field 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
70

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, Doordarshans

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
71

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, DAVPs 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, 2nd 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
72
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, 1st
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
M M BA8506: 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 hasnt 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 special
emphasis on costing, regulation and control aspects of film and other creative industries.
The course aims to familiarize the students with cost records / statements and
principles underlying them and to develop their skills 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 utility 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
73

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 .
74

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, 1st Edition
Reference Textbooks
Cost Accounting, Moriarity & Allen,1991, John Wiley & Sons, New Jersey,3rd 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. 4th
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
75

MMBA8602: PROJECT WORK-SUMMER INTERNSHIP
Students will be required to submit a paper/report on the internship project that they undertake
in any company during their summer internship period.
MMBA8603: PROJECT WORK- FINAL
Students will draw upon their learning through the course to write a business plan for a new
business in the media and entertainment industry. They will be required to present this business
idea to experts and (mock) pitch for financial backing.
Students can also explore technological changes in the industry, promotional techniques of film
industry, cost reduction techniques of film making, cheaper financing ways of film projects etc.
The project work undertaken by the students should replicate the overall knowledge they have
gained in the four semesters of classroom and field study.
76

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Masters of Media Business Administration (MMBA)

COURSE STRUCTURE AND CURRICULUM

Masters of Media Business Administration (MMBA)

Accounting for Film &

Media Business &

Masters of Media Business Administration (MMBA)

Masters of Media Business Administration (MMBA)

Masters of Media Business Administration (MMBA)

The Legal Aspects of

Summer Internship MMBA8602

Project Work - Final

Masters of Media Business Administration (MMBA)

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

Cases and Examples from Film & Media Industry

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

Cases and Examples from Film & Media Industry

- Regulatory Environment - Objective of Financial Reporting Developments in

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

Cases and Examples from Film & Media Industry

Masters of Media Business Administration (MMBA)

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

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

Masters of Media Business Administration (MMBA)

MMBA8201: BUSINESS COMMUNICATION & PRESENTATION SKILLS

Masters of Media Business Administration (MMBA)

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

Masters of Media Business Administration (MMBA)

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

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

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

MMBA8202: INTRODUCTION TO MEDIA AND CULTURE

Masters of Media Business Administration (MMBA)

Introduction to Cultural theory

Cases and Examples from Film & Media Industry

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

Cases and Examples from Film & Media Industry

Masters of Media Business Administration (MMBA)

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

Cases and Examples from Film & Media Industry

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

Masters of Media Business Administration (MMBA)

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

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

MMBA8203: MANAGEMENT FUNDAMENTALS

Films serve as an interesting allegorical representation of contemporary organizations by

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

organizational structure and processes-To enhance understanding of the dynamics

Masters of Media Business Administration (MMBA)

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

Cases and Examples from Film & Media Industry

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

Cases and Examples from Film & Media Industry

Masters of Media Business Administration (MMBA)

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

Dissatisfaction, Sources of Job Satisfaction;

Cases and Examples from Film & Media Industry

Foundations of Group Behavior; Understanding Work Teams,

Cases and Examples from Film & Media Industry

Masters of Media Business Administration (MMBA)