Masters in Corporate Communication Management

(SPECIAL COURSE)

Masters in Corporate Communication Management will be a full-time two year course

consisting of four semesters

First Semester
 CC-01: Introduction to Communication Principles and Theories (4 Credits)
 CC-02: Principles and Functional Areas of Management (4 Credits)
 CC-03: Corporate Communications: Concepts, Structure and Functions (4 Credits)
 CC-04: Skills for Communication (3 Credits)
 CC-05: Computer Applications (3 Credits)
Second Semester
 CC-06: Advertising Management (3 Credits)
 CC-07: Communications Research Methods (3 Credits)
 CC-08: Media Economics (3 Credits)
 CC-09: Strategic Management (4 Credits)
 CC-10: Marketing Management (4 Credits)
 CC-11: Communication in Organisations (3 Credits)

INTERNSHIP SUMMER (4 Credits)

___________________________________________________________________________
Third Semester
 CC-12: Customer Relationship Management: Business, Identity and Reputation
(3 Credits)
 CC-13: Internal Communication Management (3 Credits)
 CC-14: Human Resource Management (4 Credits)
 CC-15: Workshop: Tools of Corporate Communication (4 Credits)
 CC-16: Seminar: Corporate Image Building (4 Credits)
Fourth Semester
 CC-17: Media Planning (3 Credits)
 CC-18: Event Planning and Management (3 Credits)
 CC-19: Financial Control and Management (4 Credits)
 CC- 20: Production: New Media as tools of Corporate Communication
(5 Credits)
 CC-21: Dissertation (5 Credits)
B. Fee Structure: Rs.60, 000/- in total @ Rs.30, 000/- payable at beginning of each academic
year.

C. No. of Seats: 20 seats (Reservation as per the rules of the Govt of India)

D. Duration with Nature of the Course: Two year full- time with four semesters.

E. Eligibility: Bachelor’s Degree or equivalent in any discipline with 50% marks/grade.

F. Types of Courses:

Theory Papers
 CC-01: Introduction to Communication Principles and Theories (4 Credits)
 CC-02: Principles and Functional Areas of Management (4 Credits)
 CC-03: Corporate Communications: Concepts, Structure and Functions (4 Credits)
 CC-06: Advertising Management (3 Credits)
 CC-07: Communications Research Methods (3 Credits)
 CC-08: Media Economics (3 Credits)
 CC-09: Strategic Management (4 Credits)
 CC-10: Marketing Management (4 Credits)
 CC-11: Communication in Organisations (3 Credits)
 CC-12: Customer Relationship Management: Business, Identity and Reputation
(3
Credits)
 CC-13: Internal Communication Management (3 Credits)
 CC-14: Human Resource Management (4 Credits)
 CC-17: Media Planning (3 Credits)
 CC-18: Event Planning and Management (3 Credits)
 CC-19: Financial Control and Management (4 Credits)
 CC-21: Dissertation (5 Credits)
Practical Papers
 CC-04: Skills for Communication (3 Credits)
 CC-05: Computer Applications (3 Credits)
 INTERNSHIP - SUMMER (4 Credits)
 CC – 15 Workshop: Tools of Corporate Communication (4 Credits)
 CC – 16 Seminar: Corporate Image Building (4 Credits)
 CC – 20 Production: New Media as tools of Corporate Communication
 (5 Credits)
Special Course

Masters in Corporate Communication Management

Ordinance
for
Masters in Corporate Communication Management
(Special Course)
1. A Special Course of study leading to Masters in Corporate Communication Management
shall be conducted by the university and shall be of two year duration spread over four
semesters.

2. A candidate holding a Bachelor's degree in any subject with 50% marks in aggregate
of all three years under the 10+2+3 system will be eligible to apply.

3. The candidate will not be permitted to enroll in Masters in Corporate Communication

Management programme with any other full-time degree/diploma course.

4. The candidates who are in service should apply through proper channel with "no objection
certificate" and 'study leave' certificate for two years from the employer.

5. The admission will be made through competitive admission test in order of merit. The
category-wise distribution of seats will be as per the rules of the Government of India.

6. The Masters in Corporate Communication Management programme will consist of 80

credits. This will consist of the following courses:

First Semester
 CC-01: Introduction to Communication Principles and Theories (4 Credits)
 CC-02: Principles and Functional Areas of Management (4 Credits)
 CC-03: Corporate Communications: Concepts, Structure and Functions (4 Credits)
 CC-04: Skills for Communication (3 Credits)
 CC-05: Computer Applications (3 Credits)
Second Semester
 CC-06: Advertising Management (3 Credits)
 CC-07: Communications Research Methods (3 Credits)
 CC-08: Media Economics (3 Credits)
 CC-09: Strategic Management (4 Credits)
 CC-10: Marketing Management (4 Credits)
 CC-11: Communication in Organisations (3 Credits)
 INTERNSHIP SUMMER (4 Credits)

Third Semester
 CC-12: Customer Relationship Management: Business, Identity and Reputation
(3 Credits)
 CC-13: Internal Communication Management (3 Credits)
 CC-14: Human Resource Management (4 Credits)
 CC-15: Workshop: Tools of Corporate Communication (4 Credits)
 CC-16: Seminar: Corporate Image Building (4 Credits)

Fourth Semester
 CC-17: Media Planning (3 Credits)
 CC-18: Event Planning and Management (3 Credits)
 CC-19: Finance Management (4 Credits)
 CC-20: Production: New Media as tools of Corporate Communication(5 Credits)
 CC-21: Dissertation (5 Credits)

The courses, CC-02, CC-09, CC-10, CC-14 and CC-19 are adopted from the syllabus of
Faculty of Management Studies, Banaras Hindu University

Term-end Examinations & Sessional

The university follows letter grade system for evaluation of the performance of the students. The
equivalence of the letter grade in given in the following table

% age Marks Letter Grade Grade Points (P)

Greater than or equal to 90 ( > 90) S 10
Greater than or equal to 80 and less than 90 ( > 80 < 90) A 9
Greater than or equal to 70 and less than 80 ( > 70 < 80) B 8
Greater than or equal to 60 and less than 70 ( > 60 < 70) C 7
Greater than or equal to 50 and less than 60 ( > 50 < 60) D 6
Greater than or equal to 40 and less than 50 ( > 40 < 50) E 5
Passed with Grace P 4
Below 40 F 0
Non appearance in examinations (Incomplete) I -
Incomplete Project/Dissertation/Training X -
Non-Completion of Course Z -

 Minimum Pass Grade is ‘E’ for each course.

 The ‘F’ grade denotes poor performance, i.e. failing a course.
The term-end examinations and the sessional for both theory and practical courses will be
conducted by the rules of the university. The ratio between sessional and term-end examination
will be 3:7.

CC-01: INTRODUCTION TO COMMUNICATION PRINCIPLES & THEORIES

This course introduces to the students the basic concepts, models and theories of Communication.
Most of these basic concepts, models and principles evolved in the western societies. In the
formal classes, the treatment of the topics will focus on the applicability of these in the Indian
context. The course will also concentrate on the alternative perspectives including the Indian
perspective of Communication.

Unit I
Evolution of Communication as a Subject of Study; Nomenclature, Aspects and Specialized
Areas; Concepts and Definitions of Communication; and Types, Functions and Process.

Unit II
The Media-society Relationship; Relationship between Models and Theories; Mainstream
analysis of Communication; Early models of Communication; and Contemporary Models of
Communication.

Unit III
Propaganda: Concept, Devices and Theory; System Theory; Information Theory; Cognitive and
Consistency Theories; Attitude Change Theories; and Interpersonal and Mass Communication
Theories.

Unit IV
Agenda Setting; Cultivation Theory; Uses & Gratification Theory; Knowledge Gap Hypothesis;
Media Hegemony Theory; Frankfurt School and Emergence of Critical Theory; and Phase of
‘Ferment in the Field’ and Aftermath.

Unit V
Normative Theories; Development Communication and Various Alternative Perspectives; Indian
Perspective/ Context of Communication; and McBride Commission Report and International
Communication.

Reading List: (additional books will be prescribed by the respective teachers at a later date)
 McQuail Denis. Mass Communication Theory, 4th ed., Sage Publication Ltd., London, 2000.
 Rogers M. Everett. A History of Communication Study, New York, Free Press, 1997.
 Littlejohn, W. Stephen. Theories of Human Communication, 3rd ed., Belmont, California, 1989.
 Severin J.Werner, James W. Tankard Jr., Communication Theories – Origin, Methods, Uses, 2nd ed., New
York, Longman, 1988.
 Kincaid, D. Lawrence, Communication Theory – Eastern and Western Perspectives, Academic Press
Inc., San Diego, 1987.
 Kumar. J. Keval ,'Mass Communication in India, Jaico Publishing house, Bombay, (New Ed.)
 CC-02: PRINCIPLES AND FUNCTIONAL AREAS OF MANAGEMENT

This course intends to develop the basic awareness of management functions and various
dimensions of organizational life. It also attempts to provide exposure of the ethical dilemma in
management practices.

Unit-I
Concept of Management: Its nature, scope and purpose; Managing Science or Art; Management
Vs Administration; Skills of a Manager; Organisation and its pervasiveness; Reasons for
Organisations; and Significance of Goals in Organisations.

Unit-II
Evolution of Management Thought: Scientific Management; Frederick W Taylor; Contributions
and Limitations of Scientific Management Theory; Classical Organisation Theory; Contributions
and limitations of Classical Organisation Theory; Henry Fayol’s Principles of Management;
HumanRelations Movement: The Hawthorne Experiments; Concept of System and Systems
Approach; Organisations as Socio-techinal Systems; and The Contingency approach to
Management.

Unit-III
Organisation Structure: Formal and Informal Organisations; Forms of formal Organisation
Structures; Line and Staff Organisation; Functional Organisation; Product/Market Organisation;
Project Organisation and Matrix Organisation; and Benefits and Cost of Informal Organisation.

Unit-IV
Decision Making: Phases of Decision Making; Problem Discovery; Problem Definition; Goal
Setting; Developing Alternatives; Evaluating alternative and Making Choices; Nature of
Managerial Decision Making; Certainty,Risk and Uncertainty; Rationality, Behavioural and
Emotional Barriers to Decision Making; Dealing with Barriers to Decision Making; Group as
Decision-Maker; and Individual Vs Group Decision Making.

Unit-V
Management Process: Plans and Decision Making; Basic Steps in Planning; Operational Plans;
Single Use Plans; (Policies, Strategies) and Standing Plans (Projects, Programmes, Budgets); and
Forecasting.

Unit-VI
Organising: Division of Work; Job Specialization; Span of Management; Organisation Chart;
Coordination; Approaches to achieving Effective Coordination; Selecting the Appropriate
Coordination mechanism; Delegating and Decentralisation; Concept and significance of
Delegation; Delegation, Authority, Accountability and Responsibility; Classical guidelines for
Delegation and its Limitations; Effective Delegation; Factors Influencing Decentralisation; and
Centralisation Vs. Decentralisation.

Unit-VII
Communication: Importance of Communication; The Communication Process – Channels of
Communications; Formal and Informal Barriers to Effective Communication; Overcoming
Barriers to Interpersonal Communication; Communication in Organisation; Factors influencing
Organisation Communication; Communication Network within the Organisations: Vertical,
Horizontal, Diagonal, and Informal; and Overcoming organisational Barriers to Communication.

Unit-VIII
Controlling: Meaning of Control; Steps in Control Process; Importance of Control; Types of
Control Methods; Sources of Control; Design of the Control Process; and Characteristics of
Effective Control System.

Unit-IX
Values in Managenment: Transnational Environment and Perspectives of Business; Quality of
Work Life (QWL); Japanese Management Techniques; Search for excellence; Human Values in
Management; Indian Perspectives; Values for Managers; Ethical dilemma in Management; Self-
Development; and lessons from Ancient Indian Traditions.

Reading List:
 Stoner, F. James et al. Management, Pearson Education
 Koontz Harold, Weihrich Heinz. Management, McGraw-Hill Education, 2006
 Rao V.S.P. , Narayana P. S. Organisations Theory, Konark, 1997
 Katz and Kahn. Social Psychology of Organisations, 1966
 Etzioni Amitai. Modern Organisations, Prentice-Hall, 1964
 Hicks G Herbert.The Management of Organisations, Mc Graw-Hill Book Company, 1967
 CC-03: CORPORATE COMMUNICATIONS:
CONCEPTS, STRUCTURE AND FUNCTIONS

Communication has become a pivotal point in corporate sector. The efficiency of a corporate
organisation depends on how the internal as well as external communication flows in an
organisation both vertically and horizontally. This course will introduce to the students the
fundamentals of corporate communications.

Unit- I

Understanding Corporate Communication; Definition; Communication Perspective; and

Management Perspective

Unit- II

Historical Perspective; Marketing and PR as distinct discipline; Marketing and PR as

complimentary discipline; Integrated Marketing Communication; and Corporate Communication
as Managing Communication.

Unit- III

Theoretical Perspective; Corporate Vision, Objectives and Goals; Brand Building; Corporate
Identity; Corporate Reputation; and Understanding the stakeholders.

Unit- IV

Corporate Advertising and Advocacy; Marketing Communication; Employee Relations;

Corporate Philanthropy; and Social Responsibility.

Unit- V

Media Relations; Financial Communication; Government Relations; Communication with

Special Groups; and Communication in Crisis Management.

Reading List:
 Belasen ,Alan T., The Theory and Practice of Corporate Communication, A Competing Values Perspective
 Arquenti, Paul, Corporate Communication, Mc Graw Hill, 2008
 Corenelisson, Joep, Corporate Communication Theory and Practices, Sage, 2008
 Arquenti, Paul, Strategic Corporate Communication, Tata Mc Graw Hill
 Jethwaney Jaishri, Corporate Communication: Priciples and Practice, Oxford Press
 CC-04: SKILLS FOR COMMUNICATION

This is a practical course on listening, speaking, writing and visualization. The students will be
taught the skills of speaking in groups and public. They will be taught how the skills should be
applied to a formal gathering and in an informal one. The students should also develop their
writing abilities: usage of appropriate words, application of grammar, short sentences, structuring
of the pieces, etc. The students will be taught the skills of creating the visuals. They should be
able to select good visuals from the bad ones. A separate assignment sheet indicating the entire
practical exercises that each of the students will have to do for a portfolio during the session will
be given at the beginning of the session.

Unit I
Presentation of a paper/speech; Presentation of a poem, short story, novel, summary from a piece,
etc.; Participating in a formal discussion such as meeting, interview, etc.; and Anchoring of a
formal programme.

Unit II
Speaking one to one on any topic; Speaking in a group informally on any topic; Speaking
impromptu in a gathering; and Preparation for informal speaking assignment.

Unit III
Writing paragraph/ short introduction/ brief; Writing from interviews; Writing summary/reports
of speeches/discussion, etc.; Writing for speaking; and anchoring of a programme, etc.

Unit IV
Skills for listening; Listening to formal programmes versus informal.programmes; Listening to
audio/radio; and Listening & Writing key terms/technical points, etc.

Unit V
Nature of images: paintings, posters, graphics, cartoons, photographs as representations;
Photography as a medium of expression; Composition: frames, portraits, close-up, long shots,
depth of field, computer software; and Equipment’s usage: Camera, lenses, films, flash, filter,
exposure, etc.

Reading List: (additional books will be prescribed by the respective teachers at a later date)
 Osborn, Michael and Suzanna Osborn, Public Speaking, 3rd edition, Hongaton Mifflin Co., 1994.
 McGregor, Graham and White, R.S. The Art of Listening, (eds.) Croom Helm, Sydney, 1986.
 Devito A. Joseph. Human Communication – The Basic Course, Harper Collins, 6th ed., New York.
 Natalie Rogers. How to Speak without Fear, Goyl Saab, Delhi, 1982.
 CC-05: COMPUTER APPLICATIONS

This course in computer theory and application is aimed to give the students basics of the
computer and how it can be applied to enhance their efforts to communicate to the audience. The
students will have theory classes and enough of practical sessions to practice whatever they will
learn in theory classes.

Unit I
Basic principles of functioning of computer; Introduction to different Operating Systems and
Utility packages; Windows Basics; the User interface (Task bar, Start Button, Title Bar, Right
clicking); Windows Accessories; Miscellaneous Features; My computer icon; Network
neighborhood, explorer); Internet; Intranet; surfing; and searching.

Unit II
Introduction with special reference to MS WORD; Opening documents and moving around;
Manipulating windows; Using the interface; Proofing documents; Document enhancement;
Creating and printing merged documents; Using Wizards and Templates;Handling graphics; and
creating tables and charts.

Unit III
Worksheet basics and data entry; Working with graphs and charts; database management;
Power Point basics: Creating, handling and presentations; and Adding clipart and other objects.

Unit IV
Introduction to Photoshop and its features: Painting and Drawing; Creating and Understanding
selection; Introduction to painting techniques and image editing; and Automating Photoshop.

Unit V
Publication set-up, Graphics and Text Blocks; Indexes, Contents and Pagination; Different
utilities available in Page Maker for Publication; and Aldus Additions.

Reading List: (additional books will be prescribed by the respective teachers at a later date)
 Jain, V.K. PC Software, BPB Publications
 Giordan & Mainz, Using Adobe Photoshop, PHI
 McMillan & Co. Mastering PageMaker, BPB Publication
 CC-06: ADVERTISING MANAGEMENT

This course on Advertising will introduce to the students the basic concepts and their functions in
advertising. It will teach the students the process of advertising from concept to concrete
advertisement. The course also envisions to introducing the research methods as applied in
Advertising.

Unit – I
Definition of Technical Concepts; Basics of Advertising: General Information; How Sales are
made up; and Types of Ad: Slice of life, Big, Small sutleties.

Unit – II
Function of advertising; Target groups: usage, demographics, psychographs; Advertising
Strategy; and Understanding of Marketing Process.

Unit – III
Brands and Process of building Brands; Advertising and Brand Promotion; Characteristics of
Brands; and Brand Positioning.

Unit – IV
Media Planning; Brand success versus Brand failure; Creative Ideas and Media Platforms; and
Budget making.

Unit –V
Research process; Primary and Secondary Research Methods; Media Research; and Message
Research.

Reading List: (additional books will be prescribed by the respective teachers at a later date)
 Jones Philip John., The Ultimate Secrets of Advertising, Sage Publication, New Delhi, 2002.
 Jones, Philip John, What's in a Brand? Building Brand Equity Through Advertising, Tata Mc Graw-Hill,
New Delhi, 1998.
 Sisson Z. Jack and Lincoln Bumba Advertising Media Planning, NTC Business Books, 3rd ed. USA.
 Sengupta. Subroto, Brand Positioning: Strategies for Competitive Advantage, Tata Mc Graw –Hill, New
Delhi, 1990.
 Wells Williams et. al Advertising Principles and Practices, 3rd ed. Prentice Hall, New Jersey, 1995
 CC-07: COMMUNICATIONS RESEARCH METHODS

The main aim of this course is to make the students aware of the importance of research in
Communications. The students will be taught the different methods for conducting
Communications research. The students will also be taught to design instruments to collect data
with various approaches to analyse data.

Unit I
Origin of Research in Communication; Administrative versus Critical research, Communication
research versus Marketing Research; Context in Communication Research; Significance of
Communication research; process of theory building; and Aspects of Research.

Unit II
Title; Introduction; Rationale; Problem; Aim & Objectives; Theoretical/ Conceptual/ Operational
Framework; Hypothesis; Methodology: Design, Universe/ Population, Variables, Sample,
Instrument, Types of Data, Data Collection, Time Schedule, Budget, Limitations, etc; Data
Analysis Methods; Writing of Report; Summary; Executive Summary; Conclusion and
Recommendations; and Bibliography

Unit III
Qualitative; Quantitative; Interpretative; Basic and Applied; Experimental/ Naturalistic;
Laboratory/ Field Research; Cross Section and Longitudinal; Participant Observation; Non-
participant Observation; Overt & Obstrusive Analysis; and Content Analysis.

Unit IV
Formative, Process and Summative Research; Probability & Non- Probability Sample and
Sampling; Pre-test and Pilot-test; Survey design in Probability Sampling: Simple Random,
Systematic Random, Stratified, Multistage Cluster Sampling; Survey Design in Non- Probability
Sampling: Purposive, Convenience and Quota Sampling; Designing of Instrument; ethical issues
and current problems; and Aspects of Media for Research.

Unit V
Case Studies; Ethnography; Participant Observation and Non-Participant Observation; Focus
Group; Ground Theory Methods; Action Research; and Narratology.

Reading List: : (additional books will be prescribed by the respective teachers at a later date)
 Kothari, R.C. Research Methodology: Methods and Technique, Delhi: Wiley Eastern Ltd. 1985.
 Gupta S.C. and Kapoor K.V. Fundamentals of Mathematical Statistics, Sultan Chand & Sons, Delhi, 1994.
 Rebecca B. Rubin et.al. Communication Research Measures, The Guilfor Press, New York, 1994.
 Susanna, Horning Priest. Doing Media Research: An Introduction, Sage, New Delhi, 1996
 Arthur, A. Berger. Media Research Techniques, Sage, New Delhi, 1996.
 Wimmer D. Roger & DominicK R. Joseph, Mass Media Research, 7th ed., Thomson Wadsworth, Singapore,
2003
 CC – 08: MEDIA ECONOMICS

Media Economics is a course on the application of economic principles to the study of

media industries. The contemporary media industry dominate our culture, and the daily
news is filled with latest innovation and news of mergers, divestitures and competitions.
The students need an understanding of how economics and economic concepts affect
media firms and industries.

Unit- I

Introduction to Media Economics: Meaning, Key Concepts, Principles, Development of Media

Economics, Media Products; Consumer Behaviour, Consumption of Cultural Goods; Demand
and Supply of Media Products; and Elasticity of Demand, Cross Elasticity of Demand, Dual
Demand.

Unit- II

Production and Costs: Long run and Short run costs, Economy of Scale, Economy of Scopes; and
Market Structure: Perfect Competition, Monopoly, Monopolistic Competition, Oligopoly.

Unit- III

The Newspaper Industry: Market Structure, Major Players, Market of Newspaper Advertising,
Cost and Revenue Matrix, Impact of Technology, Regulatory Framework, Ownership Patterns;
and The Magazine Industry: The Market Structure, Audience Demand and Niche Market,
Advertising, Cost and Revenue Matrix, Impact of Technology, Regulatory Framework.

Unit- IV

The Radio Industry: The Market Structure, Market Concentration, Radio Chain, Audience
Demand, Advertising, Cost and Revenue Matrix, Impact of Technology, Regulatory Framework;
and The Television Industry: The Broadcasters, Distribution, Software, Buying and Selling of
time, Audience Demand, Advertising, Cost and Revenue Matrix, Impact of Technology,
Regulatory Framework.

Unit- V

The Film Industry: The Market Structure, Cost and Revenue Matrix, Changing Business Model,
Growth of Conglomerates, Multiplex and Narrowcasting, Impact of Technology, Regulatory
Framework; and The Internet and New Media: The Dot Com revolution, Access, Revenue and
Cost Matrix, Segmentation, Regulatory Framework.

Reading List:
 Kohli-Khandekar, Vanita. The Indian Media Business, Response Books, New Delhi, III ed., 2010
 Albarran Alan B. Media Economics: Understanding Markets, Industries and Concepts, Surjeet
Publications, New Delhi, II ed. 2003
  Hoskins Colin , McFadyen Stuart, Finn Adam. Media Economics: Applying Economics to New and
Traditional Media, Sage Publication. 2004

CC-09: STRATEGIC MANAGEMENT

The present course aims at familiarising the students with the concepts, tools and
techniques of corporate strategic management so as to enable them to develop analytical
and conceptual skills and the ability to look at the totality of situations. Class
participation will be fundamental to the development of these skills.

Unit-I
Concept, Characteristics and Dimensions of Strategic Management; Emergence of Strategic
Management; Concept in the Corporate World; Forces necessitating the adoption of
Strategic Management; Concept by foreign as well as Indian companies; Corporate strategy
- Concepts, Components and Functions; and Formulating Corporate Strategy for a large
enterprise - An Overview

Unit-II
Nature, Components and Significance of Environmental Scanning; and Analysing external
environment Opportunities and Threats - Economic, Technological, Competitive, Political,
Social and Cultural.

Unit-III
Nature and Significance of Corporate Capability Analysis; Concept and Significance of
Synergy; and Analysing Synergy for Strategy-designing.

Unit-IV
Concept of Core Competence and its cosmic features; Identifying Core Competence of a
firm; Core Competence and Leveraging; and Significance of Core Competence Concept in
Strategy Designing.

Unit-V
Concept of Value Chain Analysis; Types of Value Activities; Value Chain Analysis and
Linkages; Value System; and Significance of Value Chain Analysis in strategy- designing.

Unit-VI
Setting Corporate Objectives: Concept of Corporate Vision; Purpose and Mission; Objectives
and Goal; Need for setting Corporate Objectives; Process of setting Corporate Objectives; and
Forces interacting with Corporate Objectives - External and Internal.

Unit-VII
Identifying Strategic Alternatives: Stability Strategy; Growth and Diversification Strategy;
Mergers and Acquisitions; and Retrenchment.

Unit-VIII
Choice of Corporate Strategy: CIT; CASCADE; and PORTFOLIO MODELS.

Unit-IX
Formulating Generic Competitive Strategies.
Unit-X
Implementing Corporate Strategy: Corporate Strategy and Corporate Legitimacy; and
Strategy and Structure.

Reading List:
 Branch C Malville. The Corporate Planning Process, American Management Association, 1962
 Andrews Richmond Kenneth. The Concept of Corporate Strategy, R. D. Irwin, 1980
 Ackoff Lincoln Russell. A Concept of Corporate Planning, Wiley-Interscience, 1969
 CC-10: MARKETING MANAGEMENT

The objective of this course is to give the student an insight into one of the most important
functions of an enterprise – MARKETING to make a student acquainted with the major decision
areas in the field of marketing.

Unit-I
What is Marketing; Marketing Concepts and Tools; Corporate orientations towards the Market
place; Marketing Process; and Tasks of Marketing.

Unit-II
External and Internal Marketing Environment; and Macro and Micro Environment.

Unit-III
Marketing Information Systems: Gathering Information for Decision Making; Information
Systems in Marketing; and the role of MIS in Decision Making.

Unit-IV
Segmenting and Targeting Markets (STP Strategy): Rationale for Market Segmentation; Bases
for segmenting Market; Steps in Segmenting; Strategies for selecting target markets; and
Positioning.

Unit-V
Product Decisions: Product Mix; Product Life Cycle; New product Development process; New
product adoption process; and Branding and Packaging Decisions.

Unit-VI
Pricing Decisions: Importance of Price; Pricing Objectives; Determinants of Price; and Setting
the right Price.

Unit-VII
Promotion Decisions: The Communication Process; Barriers to Marketing Communication; Role
of Promotion in the Marketing Mix; Different elements of the Promotion-mix; Factors affecting
Promotion- mix; and Developing the promotional plan.

Unit-VIII
Distribution Decisions: Functions of Marketing Channels; Alternative Channel Arrangement; and
Marketing Channel Design Decisions.

Unit-IX
Managing Direct and Online Marketing: Growth and Benefits of Direct Marketing; Major
channel for Direct Marketing; E-commerce; and M-commerce.

Unit-X
Managing Total Marketing Effort: Formal Vs Informal Control; How control works; Strategic
Control; and Marketing Audit.
Unit-XI
New Issues in Marketing.

Reading List:
 Kotler Phillip. Marketing Management Analysis, Planning & Control, Prentice Hall, 1967
 Rosenberg J. Larry. Marketing, Prentice Hall, 1977
 Kotler & Kox. Marketing Management and Strategy, Prentice Hall, 1988
 Kotter & Armstrong, Principles of Marketing, Prentice Hall, 1996
 Namakumari S, Ramaswamy V.S. Marketing management: global perspective, Indian context,
Macmillan, 2009
 Panwar J.S. Marketing in the new era: combating competition in a globalizing economy, Response
Books, 1997
 CC-11: COMMUNICATION IN ORGANISATIONS

This course is to make the students knowledgable about the various types of flow of
communication models and the methods in an established organisation. This flow of information
has a bearing on the efficiency of the organisation. This will also help the students understand
how communication within an organisation can be made effective.

Unit-I
Structure of Organisation and flow of Communication; Significance of Communication; and
Process of Communication in Organisations.

Unit-II
Structural Issues; Communication Channels; External Communication; Communication network;
Horizontal and Vertical Communication; and Grapevine.

Unit-III
Symbols; Media and Information Technology; Media Selection; Verbal and Non-Verbal
Communication; Differences in Non-verbal Behaviour; and Interpersonal Communication in
formal relationships.

Unit-IV
Group Communication; Group Structure and Communication networks; Developing Effective
Work Groups; and Communication in Decision Making.

Unit-V
Communication for Organizational Effectiveness: Persuasion and Influence; Counseling;
Listening and Feedback; Effective Interviewing; and Effective Oral Presentations.

Unit-VI
Business Communication: Written Communication; Note Writing; Dialogue Writing; Essay
Writing; Speech Writing; Report Writing; Case Study Technique; and Research Report Writing.

Reading List:
 Fisher, D. Communication in Organizations, Si Paul, MN: West Publishing.
 Rai U.S & Rai, S.M.Essentials of Business Communication, Himalaya Publishing House, New Delhi, 1989.
 Robbins Stephen, Waters-Marsh Terry. Organizational Behaviour, Prentice Hall Australia, 1994.
 CC-12: CUSTOMER RELATIONSHIP MANAGEMENT:
BUSINESS, IDENTITY AND REPUTATION
This course emphasizes that the customers are the central to any organisation. The customers do
identify themselves with products and thereby the companies. This course will teach the students
the importance of customer relationship and also how business indentities and reputation are built
on through communication.

Unit-I
Evolution of Relationship Management; Psychologist, Sociologists and Managerial views of
Relationship Management; Rationale of Relationship Management; and Relationship Marketing.

Unit-II
Meaning, Definition and Comprehension of CRM; Significance of CRM; and Process of CRM.
Unit-III
Emerging Dimensions of CRM: Customer Retention Management; Customer Value; Customer
Loyalty; CRM an Enterprise Wide Activity; and Customer Experience Management.
Unit-IV
Technologies of CRM; Advantages of e-CRM; Features of e-CRM; Overview of CRM
Softwares; Data Warehousing; Data Mining; and Multimedia Contact Centres in Customer Care
Management.
Unit-V
Customer Satisfaction; Tools of Measuring Customer Satisfaction; Service Quality Assessment of
Media Oganisations; and Scales, Tools and Methods.
Unit-VI
Internal Customer Relationship Management: Concept of Internal Customer; Role of Employees
in Relationship Management in Media Organisations; Employee-Corporate Relationship; and
Models for Successful Employee Relationship Management.
Unit-VII
Communication Essentials and Methods for effective CRM: Communication Theories; Role of
Communication in effective CRM; Forms and Ways of Communicating with Customers;
Customer Response system; and Drafting feedback system in media organizations.
Reading Lists:

 Shainesh G, Sheth Jagdish. Customer Relationship Management: A strategic Perspective, Macmillan

India Ltd
 Rai Alok Kumar. Customer Relationship Management: Concept and Cases, PHI Learning
 Chaturvedi Mukesh, Chaturvedi Abhinav. Customer Relationship Management, Vikas Publishing
 Mukherjee Kaushik. Customer Relationship Management: A strategic Approach to Marketing, PHI
LearningSheth Jagdish N and Parvatiyar Atul (Eds). Handbook of Relationship Marketing, Thousand
Oaks, Sage Publications 2000
 Anderson Kristin, Kerr Carol. Customer Relationship Management, Business & Economics – 2002

 Peelen Ed. Customer Relationship Management, 2006

 Rajola Federico. Customer relationship management: organizational and technological perspectives.
Business & Economics – 2003
 W. Kincaid Judith. Customer relationship management: getting it right!. Business & Economics 2003
 Raab Gerhard, A. Ajami Riad, G. Jason Goddard, B. Gargeya Vidyaranya. Customer relationship
management: a global perspective. Business & Economics – 2008.
 CC-13: INTERNAL COMMUNICATION MANAGEMENT

A key to the success of any organization is how transparent is an organization and how much the
employees and other stake holders feel the belongingness to the organisation. These are built on
by the organisation.

Unit- I

What is internal communication; Role in management; Creating brand; Develop a sense of

belongingness; and Maximisation of talents.

Unit- II

The Workplace Environment; Assess the Political, Economic, Social and Technical aspects of the
Organization; Evaluation of the Structure and Culture of the Organisation; Impact of Role of
Employees; Need and nature of information and communication; Dealing with management
styles; and Maximisation of support from organisation.

Unit- III

Developing Strategies for Organisational Communication; Developing Effective Strategies to

facilitate change; Evaluate the Effectiveness of Internal Communication; Assessing different
stakeholders’ interests; Identify strategies for communication; and Evaluating cultural differences
among the employees.

Unit- IV

The Corporate Communication milieu; Different roles of personnel involved in Corporate

Communications; Examining areas and issues of Internal Communication; Assess personal
communication styles; and develop the ability to communicate effectively with staff at all levels.

Unit- V

Evaluating Internal Communication; Setting of Objectives; Ensure meeting the objectives of the
future; The tools and techniques to establish systems; and to measure the growth improvement.

Reading List:
 Smith Lyn, Mounter Pamela. Effective Internal Communication , 2008
 Wright Marc. Gower Handbook of Internal Communication, Gower Publishing Ltd., 2009
 Guffey Ellen Mary, Rogin Patricia, Rhodes Kathleen. Business Communication: Process and Product ,
2009.
 CC-14: HUMAN RESOURCE MANAGEMENT
The basic objective of this course is to make the students acquainted with the
fundamental principles, concepts, problems and practices relating to different areas of
Human Resource Management.

Unit-I
Concept, Objectives, Nature and Scope of the Human Resource Management; HR Functions;
Role of HR Managers; Challenges; and HR Policy and its formulation.

Unit-II
Human Resource Planning: Meaning; Objectives; Importance; Process of Human Resource
Planning; Problems in HR Planning; Job Analysis; Job Description; and Job Specification.

Unit-III
Meaning of Recruitment; Various Sources; Methods of Recruitment; Definition of Selection and
Selection Process; Placement; Induction; and Socialization.

Unit-IV
Training- Meaning and Importance; Assessment of Training Need; Methods and Procedures of
Training; Management Development Programmes; and Purposes and Methods.

Unit-V
Concept, Objectives and Importance of Performance Appraisal; Methods of Performance
Appraisal; Problems of Performance Appraisal; and New developments in Performance
Appraisal.

Unit-VI
Elements of Compensation; Factors affecting Compensation; Incentives; Job Evaluation-
Meaning and Importance; and Methods of Job Evaluation.

Unit-VII
Discipline and Grievance Management: Causes of Indiscipline; Management of Discipline;
Causes of Employees’ grievance; Grievance Procedure; and Management of employees’
grievance.

Unit-VII
Meaning and Objectives of HR Audit; Need for HR Audit; and Methods of HR Audit.

Reading List:
 Strause & Sayles. Personnel: The Human Problems of Management, Prentice Hall, 1980
 Blum L. Milton., Naylor C. Jack. Industrial psychology: its theoretical and social foundations, Harper &
Row, 1968
 Tiffin Joseph, McCormick J. Ernest. Industrial Psychology, Prentice Hall, 1962
  Yoder Dale, Staudohar D Paul. Personnel Management & Industrial Relations, Prentice-Hall, 1982

CC-15: WORKSHOP – TOOLS OF THE CORPORATE COMMUNICATION

The Corporate sector adopts and uses various communication technologies and platforms to
communicate to various publics and stake holders. The course will teach the students about these
technologies and platforms through workshop methods. Most of these activities and assignments
will be done in groups using workshop methods in a time bound manner.
 CC-16: SEMINAR: CORPORATE IMAGE BUILDING

The Corporate sector constantly pursue itself to build a good image through various activities.
There are common type of activities that these organizations pursue. But there are some unique
and innovative methods that these organizations pursue. The purpose of this course is to make
the students knowledgeable about these activities through assignments to be presented in
seminars.
 CC-17: MEDIA PLANNING

This course provides an introduction to strategic media planning and the process used to place
messages in media in order to reach particular audiences.

Unit-I
Basic concepts in Media Planning and Buying; Calculation of Audience Ratings; Media Share;
Reach and Frequency; Gross Rating Points; The data sources used in Media Analysis, such as
Simmons Market Research Bureau (SMRB); Media-mark Research Inc. (MRI); Bureau of
Advertising Research (BAR); Challenges of Strategic Communicators and Media Planners in an
era of Media Fragmentation; Proliferation and Increased Audience Choice and Control; and
Response of media planning professionals to these challenges in Integrated Marketing
Communication (IMC).

Unit-II
Strengths and Weaknesses of various media as message carriers, including newspapers,
magazines, television, radio, outdoor, telephone, and the Internet; Basic elements of a Strategic
Media Plan, including the advertising; and media relations objectives, strategies, and tactics.

Unit-III
Elements in Media Process; Audience: Primary & Secondary; Season - Selling period --- Pre-
promotion and Post-promotion activities; Physical location – Regionality; Plan Performance -
Reach and Frequency; and Scheduling Strategy – Flighting, Pulsing, or Continuity.

Unit-IV
Situation Analysis: Market & Marketing analysis from Annual Reports, Brochures, News articles,
Government resources; Target Audience Analysis; and Competitive Analysis.

Unit-V
Media Strategy; Media Mix and Vehicle Selection for Media Buying; Media vehicles for Press
Placements; Attainment of Performance Objectives; Effective Reach CPMs and GRPs by
advertising medium; Detail Decisions in Media Flowchart; Detail Monthly Spending; and Media
Distribution of paid and unpaid media.

Reading List:
 Surmanek Jim. Media planning: a practical guide, NTC/Contemporary publishing group Inc., US, 1996
 Rossiter R John, Danaher J Peter. Advanced media planning, Kluwer Academic Publishers, US, 1998
 Erwin Ephron, Media Planning - From Recency To Engagement, ICFAI University Press, Hyderabad,
2006
 CC-18: EVENT PLANNING AND MANAGEMENT
The Event Management activity is a new aspect for the projection of a good image to the public.
This course introduces to the students various aspects of the event management.

Unit I

An Introduction to Event; Defining Event; Types of Events; Demand for Event; Event Business-
Suppliers and Buyers; and Social, Political and Economic Implementation of Event.

Unit II

Event Management Process; Event Planning; Feasibility and Needs; Strategic Frame work -
Objectives, Actions and Programme; Stakeholders; Financial Planning and Budgeting; and
Sponsorship.

Unit III

Event Operations; Venue Selection; Logistic and Ambience; Key Facilities; Staging; Theme
Designing; and Managing Event as a project.

Unit IV

Event Marketing; Marketing Mix; Event Advertising; Event Presentation; Media Relations; and
Publicity.

Unit V

Customers Satisfaction; Client Service; Vendor’s Relations; Safety and Risk Management; and
Event Evaluations.

Reading List:
 Shone, Anton & Parey Bryn. Successful Event Management, Cengage & Earning 2nd Edition
 Bowdin GAI, Allen Jonny & Otoote Willam, Event Management, 2nd Edition, Elsevier, 2006.
 Damster Greg, Tassiopoulos Dimitri, de Tolly Peter, Dry Wren, Gasche Jurgen, Johnson Debbie, Knocker
John. Event Management: A Professional and Développent Approach, 2nd Edition, Juta academics 2005
Lansdowne
 CC-19: FINANCIAL CONTROL AND MANAGEMENT

The present course aims at familiarizing the students with the basic principles, tools and
techniques of financial control and management.

Unit-I:
Concept and Dimensions of Financial Management; Objective and Functions of Financial
Management; Role of the Finance Manager; Forms of Business Organizations; and Financial
considerations underlying the choice of form of Business Organization.

Unit-II
Capital Structure: Concept, Principles, and Criteria of its determination; Trading Equity;
Leverages; Operating and Financial; and Indifference Point, (Capital Structure theories not
included).

Unit-III
Acquisition of Funds: External and Internal forms of Corporate Financing; External forms –
Shares and Debentures; Internal forms - Ploughing Back of Profit; Forms of Dividends; Factors
affecting Dividend Policy; and Dividend pay out decision ( dividend theories not included).

Unit-IV
Financial Markets and Instruments: Nature and Significance of Money and Capital Markets;
Commercial Paper; Certificate of Deposit; Treasury Bills; Primary and Secondary Markets;
Objectives, Functions and Indices of BSE and NSE; and Concept of OTCEI (Over The Counter
Exchange of India).

Unit-V
Concept of Futures and Options; Concept of Financial Institutions and their role in
Economic Development; Indian Financial System; Financial Institutions- Types, Nature and
Functions; Development Banks; Investment Banks; Investment Institutions and Commercial
Banks; and Challenges to Indian Financial Institutions and Banks in changing economic
scenario.

Unit-VI
Working Capital Management: Meaning, Significance and Factors influencing the level of
Working Capital; and Working Capital Management – Cash Receivables and Inventory
Management.

Unit-VII
Concept and Significance of Cost of Capital and Computation; Concept and Significance
of Capital Budgeting; and Appraisal techniques for risk-free Projects.
Reading List:
 Weston J'Fred, Brigham F Eugene. Mangerial Finance, Holt Rinehart et Winston, 1972
 Edwards R. Franklin and Ma W Cindy. Futures and Options, McGraw-Hill, 1992
  Horne Van C James, Wachowicz M John. Fundamentals of financial management, Financial
Times/Prentice Hall, 2008
 Walker.E.W. : Essentials of Financial Management, 2nd ed., Prentice-Hall, India, 1970
 Srivastava R.M. Financial Management and Policy, Himalaya Pub. House, 2005
 Srivastava R.M : Essentials Of Business Finance, Bombay: Himalaya Publishing, 1986
 Chandra Prasanna. Financial Management, Tata McGraw Hill, New Delhi, 2008
 Pandey I.M. : Financial Management, Sangam Books Ltd, 1999
CC- 20: NEW MEDIA AS TOOLS OF CORPORATE COMMUNICATION

The old media such as Newspaper, Radio, Television and Films are still being used for Corporate
Communication. The New Media like the Internet, CD and DVD programmes using digital
technologies are increasingly making inroads in the scheme of things in Corporate
Communication. These are interactive and asynchronous. The students will be given assignments
to produce CD – Roms, DVD, and Web page, Blogs, etc. in this course.
 CC-21: DISSERTATION

The students will have to do a capstone project in the form of a dissertation. This will have
to be done in consultation with the faculty members.