SPECIALIZATION: DIGITAL MARKETING

1. Digital Marketing Intro with useful stats

Sr. No. Particulars

1. Digital Marketing Intro with useful stats

2. Career Opportunities in Digital Marketing with stats based logic ( India & Global Level )

3. Why are Indians Clients & Advertisers are spending 30% more budgets on Digital Marketing than they should ?

4. Why are Indians 4-5 years behind the Global in Digital Marketing ?

5. How can India become the Global Leader in Digital Marketing Space ?

6. Why are 60-70% web based start ups failing in India even though they have great concepts/ideas ?

7. Digital Marketing Channels – Paid, Owned & Earned Most used platforms/mediums/terms in Digital Marketing

8. Introduction to Smart tools used in Digital Marketing like Google

9. Digital Marketing Information Resources for updating knowledge

Reference Text: 1. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation by Damian Ryan and Calvin Jones Publisher- Kogan Page 2. Google Seo Marketing Book - Offpage SEO For Business, by Sanjana Koul 3. Search Engine Optimization: An Hour a Day, by Jennifer Grappone, Gradiva Couzin, 4. SEO 2017: Learn search engine optimization with smart internet marketing strategies by by Adam Clarke 5. Google Analytics, by Justin Cutroni, Orielly 6. The Art of Social Media: Power Tips for Power Users by Guy Kawasaki & Peg Fitzpatrick

2. SEM/PPC – Introductions & Clearing Myths about SEM/PPC

(SEM- Search Engine Marketing; PPC- Pay Per Click) Sr. No. Particulars

1. SEM/PPC – Introductions & Clearing Myths about SEM/PPC

2. SEM/PPC – Keyword Research ,Search Network Marketing , uploading campaigns and how to make search campaign live ( Google, Bing, Yahoo )

3. SEM/PPC – Google Display Marketing

4. SEM/PPC – Remarketing

5. SEM/PPC – Mobile

6. SEM/PPC – Video Promotion

7. SEM/PPC – Mobile App Promotion

8. SEM/PPC – Facebook

9. SEM/PPC – For Startups & E-commerce Websites to improve ROI Faster

10. SEM/PPC – Best Optimisation Practices, Case studies & Tips based on 10 yrs Experience & 70+ Brand Projects to reduce CPC/Cost by 20-25%

11. SEM/PPC – Performance Projections & Project Costing

12. SEM/PPC – Live Project

Reference Text:

1. Global Multilingual Seo: Including Sem, Ppc, Smo and UsabilityPaperback – Import,

29 Jan 2014 by Ron Spinner (Author)

2. Google Adwords for Beginners: A Do-It-Yourself Guide to PPC Advertising By Cory Rabazinsky, 2015

3. Ultimate Guide to Google AdWords: How to Access 1 Billion People in 10 Minutes by Perry Marshall, Mike Rhodes and Bryan Todd

3. SEO – Introduction & Clearing Myths about SEO

Sr. No. Particulars

1. SEO – Introduction & Clearing Myths about SEO

2. SEO – Factors Affecting the SEO, How to do SEO Audit & Website Health Check Up

3. SEO – On Page, Keyword Research, Website Content & Webmasters Tool

4. SEO – Off page ( SMB , Forum Posting, Q&A, Blogs, Artlicle, Smart Link Building etc )

5. SEO – Strategy & Best Optimisation Practices, Case studies & tips based on 8 yrs of experience + 100+ Brands Projects

6. SEO – ROI Driven Strategy for Start ups & Ecommerce websites to improve sales & ROI

7. SEO – Performance Projections & Project Costing

8. SEO and SEM Integration to improve ROI by min 10-15%

Reference Text: 1. Search Engine Optimization All-In-One for Dummies, 3ed 2015 by Bruce Clay

2. Google Semantic Search: Search Engine Optimization (SEO) Techniques That Get Your Company More Traffic, Increase Brand Impact, and Amplify Your Online Presence, 1e 2014 by Amerland

3. Art of SEO: Mastering Search Engine Optimization, 3rd Edition

4. Seo Step-by-step: The Complete Beginner's Guide to Getting Traffic from Google 21 March 2014 by Caimin Jones

5. SEO 2017: Learn Search Engine Optimization With Smart Internet Marketing Strategies 29 September 2016 by Adam Clarke

4. SMO/ORM – Introduction & Clearing Myths

Social Media Optimization (SMO); Online Reputation Management (ORM)

Sr. No. Particulars

1. SMO/ORM – Introduction & Clearing Myths

2. SMO/ORM – Introduction Social Media Platforms with Stats

3. SMO – Facebook/Twitter Strategy

4. SMO – Viral & # tag Marketing

5. SMO – Forums/Groups Marketing ( Beyond Facebook & Twitter )

6. SMO – Whatsapp Strategy

7. SMO – Blog Marketing

8. SMO – Video Marketing

9. SMO – Content & Influencer Marketing

10. ORM – How to do damage control online

11. SMO – Case studies, Best SMO Integrated Practices & Tips

12. SMO/ORM – Performance Projections & Project Costing

13. SMO/ORM – how to utilize Social Platforms like Facebook, Linkedin, Twitter, Youtube etc to build your impressive image to grow faster in Career

14. SMO/ORM – Live Projects

Reference Text:

1. Social Media Optimization for Dummies 16 September 2015 by Ric Shreves and Michelle Krasniak

2. Digital Disciplines: Attaining Market Leadership via The Cloud, Big Data, Social, Mobile

and The Internet of Things (MISL-WILEY) 2015 by Joe Weinman and Fred Wiersema 3. On Line Reputation Management Hanbook 1 June 2011 by Dentsu

5. Email Marketing – Strategy based on data points

Sr. No. Particulars

1. Email Marketing – Strategy based on data points

2. Email Marketing – Design, Execution & Costing

3. Email Marketing – Case Studies & Best Optimisation practices

4. Email Marketing – Live Projects

Reference Text:

1. Master the Essentials of Email Marketing Analytics 18 April 2017 by Himanshu Sharma 2. Email Marketing Demystified: Build a Massive Mailing List, Write Copy that Converts

and Generate More Sales 10 September 2015 by Matthew Paulson 3. Complete Guide to Email Marketing 28 February 2011 by Bruce C Brown 4. How To Create A Successful Email Marketing Campaign 10 July 2017 by Darren Hignett

6. Website – Designing Concepts

Sr. No. Particulars

1. Website – Designing Concepts

2. Website – Designing Content & Engagement

3. Website – Technology & Developing Platforms Introduction

4. Website – Best practices & case studies

5. Website – Project Costing

6. Website – Live Project

Reference Text: 1. The Art of Software Testing, 3ed Paperback – 2015 by Glenford J. Myers (Author), Tom

Badgett (Author), Corey Sandler (Author) 2. Trading Tools and Tactics: Reading the Mind of the Market + Website (Wiley

Trading) Hardcover – Import, 26 Aug 2011 by Greg Capra (Author)

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PGDM- International Business

1. INTERNATIONAL BUSINESS ENVIRONMENT Units Syllabus 1 Introduction to International Business: Importance, nature and scope of International business;

Modes of entry into International Business; Internationalization process and managerial implications; Multinational Corporations and their involvement in International Business: Issues in foreign investments, technology transfer, pricing and regulations; International collaborative arrangements and strategic alliances.

2 International Business Environment: Economic, Political, Cultural and Legal environments in International Business. Framework for analyzing international business environment.

3 Balance of Payment Account: Concept and significance of balance of payments account; Current and capital account components and accounting system; Balance of payment deficits and correction policies.

4 Global Trading and Investment Environment: World trade in goods and services – Major trends and developments; World trade and protectionism – Tariff and non-tariff barriers; Foreign investments-Pattern, Structure and effects; Movements in foreign exchange and interest rates and their impact on trade and investment flows.

5 International Economic Institutions and Agreements: WTO, WTO and Developing Countries, IMF, World Bank, UNCTAD, International commodity trading and agreements.

6 Regional Economic Groupings in Practice: Levels of Regional Economic Integration; Regionalism vs. Multilateralism; Important Regional Economic Groupings in the World.

7 Contemporary Issues in International Business: Labour and Environmental Issues.

Suggested Readings: 1. Bennet, Roger, International Business, Financial Times, Pitman Publishing, London. 2. Bhattacharya, B., Going International: Response Strategies of the Indian Sector, Wheeler Publishing, New Delhi. 3. Czinkota, Michael R., et. al., International Business, the Dryden Press, Fortworth. 4. Danoes, John D. and Radebaugh, Lee H., International Business: Environment and Operations, Addison Wesley, Readings. 5. Hill, Charles W. L., International Business, McGraw Hill, New York.

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2. INTERNATIONAL TRADE AND POLICY FRAMEWORK Units Syllabus 1 Theoretical Foundations of International Trade: Reasons for international trade: Mercantilist and

neo-mercantilist view; Theories of international trade: Absolute and comparative advantage theories: Modern theories of trade; Gains from trade; Foreign trade multiplier; Terms of trade

2 Direct Investment: FDI in the world economy, The Political Economy of FDI, Cost and Benefit of FDI to Host and Home Countries, Government Policy Instruments and FDI; Foreign debt situation

3 Instruments of Commercial Policy: Tariffs quotas and other measures and their effects; Arguments for and against protection; Trade regulations and WTO; Trade policy and developing countries.

4 Factor Movements and International Trade in Services: Capital flows-Types and theories of foreign investments, Barriers to foreign investments; Labour migration; Theory of international trade in services.

5 Regional Economic Integration: Levels of Regional Economic Integration; Free trade area, customs union, economic union, and common market; Trade creation and diversion effects, NAFTA, EU, SAARC, ASEAN.

6 Policy Framework and Promotional Measures: India’s foreign trade and investment policy; Policy making body and mechanism; Export promotion measures and infrastructure support – export and trading, houses, export promotion schemes and incentives; Institutional arrangements for export promotion; Export processing/special economic zones, 100% EOUs.

Suggested Readings: 1. Economic Survey, Govt. of India. 2. Export-import Policy and Other Documents, Govt. of India. 3. Hazari, R. Bharat, Micro Economic Foundations of International Trade, Croom Helm, London and Sydney. 4. Letiche, John M., International Economics: Policies and Theoretical Foundations, Academic Press, New York. 5. Mannur, H.G., International Economics,Vikas Publishing House, New Delhi, 6. Salvatore, D., International Economics, John Wiley and Sons. 7. Sodersten, BO, International Economics, McMillan, London

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3. INTERNATIONAL FINANCIAL SYSTEM Units Syllabus 1 Introduction: Growing importance of international finance, costs of international

investmentcrisis and contagion. Balance of Payments-current account, capital account, official reserve account, J curve, forex reserves-costs and benefits. BOP trends in major countries, persistent current account deficits and surpluses among nations (Global Imbalances) and their repercussions. Shifting global dominance of the U.S.A., Growing importance of a unified Europe and emerging Asia.

2 International Monetary System: Evolution of the international monetary system, bimetallism, Gresham’s Law, classical gold standard, its strengths and weaknesses, inter war period, Bretton woods system, Triffin’s Paradox, special drawing rights, flexible exchange rate regime, present arrangements including dollarization. The European Monetary Union and its costs and benefits. Fixed versus floating exchange rate systems.

3 Exchange Rate Determination and Forecasting: Measuring exchange rate movements and volatility, factors influencing exchange rates, Government intervention-direct and indirect intervention and sterilized and non-sterilized intervention. Interest Rate Parity, covered and uncovered interest arbitrage, Purchasing Power Parity-absolute and relative, Fisher Effect and International Fisher Effect. Forecasting Exchange Rates- Technical Approach, Fundamental Approach and Efficient Market Approach.

4 International Financial Markets: Forex Markets; spot market, direct and indirect exchange quotations, bid ask spread, cross exchange rates, forwards, futures and options market. International money markets, international credit markets, international bond markets and international stock markets. Regulatory asymmetry and its implications.

5 International Banking: Offshore banking and offshore currency trading, factors contributing to the growth of international banking and Eurocurrency trading, regulatory asymmetry, shadow banks. Bank failure and safety nets, Problem of moral hazard and systematically important financial institutions. Problems in regulating international banking, regulatory arbitrage. BIS and Basel Committee-issues and challenges

6 Financial Crisis: Financial flows to developing countries, Problem of original sin, crisis in the Latin American countries, growth and crisis in Asia, contagion. Capital mobility-the trilemma of the exchange rate regime. Lessons from the crisis. Role of International financial institutions like IMF and World Bank. Securitization and the financial crisis of U.S.A. (2008-09), role of credit rating agencies. Euro zone crisis and other contemporary issues.

Suggested Readings: 1. Levi D, Maurice, International Finance, Routledge. 2. Krugman, Paul R., Obstfeld, Maurice and Melitz, Marc, International Economics, Pearson Education. 3. Madura, Jeff, International Corporate Finance, South-Western/Cengage learning. 4. Eun, Cheol S. and Resnick, Bruce G., International Financial Management, Tata McGraw- Hill.

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4. INTERNATIONAL MARKETING Units Syllabus 1 Introduction: Introduction to International Business- an overview; International marketing

management process, International marketing information system. International Marketing Environment: Influence of physical, economic, socio - cultural, political and legal environments on international marketing decisions;International marketing information system. International Market Segmentation, Selection and Positioning; International market entry strategies – Exporting, licensing, contract manufacturing, joint venture, setting -up of wholly owned subsidiaries aboard.

2 International Product Planning and Pricing decisions: Major Product decisions-product design, labeling, packaging, branding and product support services; Product standardization vs. adaptation; Managing product line; International trade product life cycle; New product development. Pricing decisions for International Markets: Factors affecting international price determination; International pricing process and policies; Delivery terms and currency for export price quotations; Transfer pricing; Counter trade as a pricing tool- types and problems of counter trading.

3 International Distribution Decisions: Distribution channel- from traditional to modern channel structures, Intermediaries for international markets-their roles and functions; Alternative middlemen choices, Factors affecting choice of channels; Locating, selecting and motivating channel members; International distribution logistics- Issues and Planning.

4 International Promotion Strategies: Communications across countries-complexities and issues; Country-of-origin effect;Sales promotions in international markets, trade fairs and exhibitions, International public relations, International Advertising decisions, Personal selling and sales management; Developing international promotion campaign.

5 Emerging trends in International Marketing: International Marketing through Internet; Ecological concerns and international marketing ethics.

Suggested Readings: 1. Keegan, Warran J. and Mark C. Green, Global Marketing, Pearson. 2. Cateora, Phillip R. ;Grahm, John L. and PrashantSalwan,InternationalMarketing,Tata McGraw Hill. 3. Czinkota, Michael R. and Illka A. Ronkainon, International Marketing, Cengage Learning. 4. Terpstra, Vern; Foley, James and Ravi Sarathy, International Marketing, Naper Press 5. Jain, Subash C., International Marketing, South-Western. 6. Kotabe, Masaaki and KristiaanHelsen, Global Marketing Management, John Wiley and Sons. 7. Onkvist, Sak and John J.Shaw, International Marketing; Analysis and Strategy, Psychology Press. 8. Rajagopal, International Marketing, Vikas Publishing House.

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5. INTERNATIONAL TRADE PRACTICES, PROCEDURES AND DOCUMENTATION Units Syllabus 1 EXIM Policy Framework and Foreign Exchange Regulations: Legal framework, Objective of

EXIM policy; Policy overview – Facilities and restrictions; Getting started in export business; Legalframework in India – FEMA- Origin and objectives, Main provision of FEMA; Other relevant acts.

2 International Trade Terms and Trade Finance: Trade contract and trade terms; Trade terms and need for standardization; INCO terms, Concept of Contract and formation of contract; Sources and schemes of trade finance; Pre and post-shipment export credit schemes and methods of financing; Packing credit advance details; Post-shipment advance; Import financing.

3 Export Payment Terms: Credit risk management and payment terms; Main features of payment terms-Advance payment, open account, documentary collection, documentary credit – Documentary collection –DP and DA process and operation; Letter of credit and parties involved; Process of opening and advising LC, Types of LC; Process and operation; UCPDC-Major clauses; Consignment sale.

4 EXIM Operations and Documentation: Trade operations and documentation; Documentation areas and dimensions; Nature and characteristic features of Exim documents; EDI and ADS documentation.

5 Risk Management: Cargo Risk and Credit Risk: Nature of transit risk; Contract of cargo insurance; Parties involved – Insurer/assured, Indemnity and insurable value; Principles of Insurance; Perils and losses; Insurance policy and certificate; Cargo loss claims – Procedure and documentation; Export credit insurance – Concept and importance; Role of Export Credit Guarantee Corporation (ECGC); Covers issued by ECGC; Financial guarantees; Coverage of commercial and political risks – procedures and documentary requirements.

6 Export Clearance: Central Excise Clearance and Custom Clearance: Excise duty – Definition, rationale, stages of levying and collection; Meaning of manufacturing; Type of duties; Legal framework – Central Excise Act and Rules, Central Excise Tariff Act; Valuation; Options of refund and movement in bond – Rules 12, 13 and 14; Procedures and documentary requirements. Export Custom Clearance Procedure.

7 Import Custom Clearance: Legal framework – Customs Act 1962; Customs Tariff Act 1975; Foreign Trade (Development an Regulations) Act 1992; Valuation and types of duties and Harmonised System of Nomenclature; Documentation requirements and document processing; Physical examination of goods; Concept of Bills of Entry; EDI and customs operations.

8 Export Incentives and Promotional Schemes: Duty Drawback: Concept and rationale; Monitoring authority; Types and mechanism; Settlement of claims under EDI and Manual System; Procedure and documentation; EPCG, Duty Exemption and Remission Schemes; Promotional Schemes like MDA/MAI/FMS/FPS, etc.

Suggested Readings: 1. Customs and Excise Law, various issues. 2. Excise Law Times, various issues. 3. IIFT, various publications.

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4. IMPEX Times, various issues. 5. Ministry of Commerce, Export import Policy, Government of India, New Delhi. 6. Ministry of Commerce, Handbook of Procedures, Volumes I and II, Government of India, New Delhi. 7. Ram, Paras, Exports: What, Where and How? Anupam Publications, New Delhi. 6. INTERNATIONAL ADVERTISING AND BRAND MANAGEMENT Units Syllabus 1 International Advertising: Its importance and nature; International Communication model;

Meaning and nature of advertising; International advertising complexities and issues; Major international advertising decisions and influencing factors; Determination of target audience in international markets; Determining advertising international objectives;DAGMAR Approach; Determining advertising budget.

2 Developing International Advertising Campaign: Determining international advertising message and copy - Headline, body copy, logo, illustration and layout; Creative styles and advertising appeals; International Media planning –Types of media, media selection and scheduling Advertising through Internet.

3 Evaluation and Organization of International Advertising Efforts: In-house arrangements; Using advertising agencies – selection, compensation and appraisal of advertising agency; Evaluating Advertising Effectiveness - Before and after advertising tests and techniques.

4 International Advertising of Indian Products: Complexities and issues; Ethical issues in international advertising; Integrated international marketing communications.

5 Basics of Branding: Importance of branding; Basic branding concepts -Brand personality, brand image, brand identity, brand equity and brand loyalty; Product vs. corporate branding: Major branding decisions.

6 Brand Creation and Development: Identifying and selecting brand name; Building brand personality; International Brand positioning and re-launch; Brand extension; Enhancing brand image through sponsorship and event management; Building brands through Internet. Brand Building in Different Sectors- Customers, industrial, retail and service brands.

7 Developing International Brands: Local, foreign and global brands; Pre-requisites and process; Country-of-origin effects and global branding; Building Indian brands for global markets.

Suggested Readings:

1. Aaker, David A. and Alexander L. Biel, Brand Equity and Advertising: Advertising's Role in Building Strong Brands, Psychology Press.

2. Mooij, Marieke de, Global Marketing and Advertising: Understanding Cultural Paradoxes, Sage Publications

3. Aaker, David A., Rajeev Batra and John G. Mayers, Advertising Management, Prentice Hall of India.

4. Belch. George and Michael Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, McGraw Hill Education.

5. Bergh, Bruce, Vanden, G. and Katz, Helen, Advertising Principles: Choice Challenge, and Change, NTC Business Books, Illinois, 1999.

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6. Dunn, S. W. and Barbar, A. M., Advertising: Its Role in Modern Marketing, Dryden Press.

7. Aaker, David A., Managing Brand Equity, Simon and Schuster.

8. Arnold, David, The Handbook of Brand Management, Addison-Wesley

9. Kapferer, Jean Noel, Strategic Brand Management:New Approaches to Creating and Evaluating Brand Equity,Simon and Schuster.

10. Moorthi, Y.L.R., Brand Management – The Indian Context, Vikas Publishing House.

11. SenguptaSubroto, Brand Positioning: Strategtiesfor Competitive Advantage, Tata McGraw Hill Education.

12. Upsaw; Lynn B., Building Brand identity: A Strategy for Success in a Hostile Market place, Wiley.

13. Kumar, Ramesh, Managing Indian Brands, Vikas Publishing House.

PGDM Mass Media

ADVERTISING

1. Evolution and growth of advertising 2. Definitions of advertising 3. Relevance of advertising in the marketing mix 4. Classification of advertising 5. Various media for advertising 6. National and global advertising scene 7. Socio-economic effects of advertising 8. Ad agency management (account planning, account management, servicing, creative,

contents, advertising appeals, media planning, campaign planning, HRD, etc.) 9. Defining consumer behaviour Basic knowledge of apex bodies in advertising AAAI,

ASCI etc., their code of conduct. 10. Internet advertising 11. Advertising as tool of Corporate Communication.

Books Recommended: 1. Advertising, Dr. C.N. Santakki, 1994, Kalyani Publishers, New Delhi. 2. Advertising Principles & Practice, Chunawala, 1999, Himalaya Publishers, New Delhi. 3. Handbook of Public Relations in India, D.S.Mehta, 1998, Allied Publishers, New Delhi. 4. Advertising by Wright, Winter, Zeigler 5. Creative Advertising by Moriarty, Sandra E. 6. Advertising Principles & Practice by Chunawala and Sethia, K.C. 7. Advertising Writing by Kaith, Hafer W., White Fordo E. 8. Principles of Advertising by Monle Lee, Johnson, Viva Books Pvt. Ltd. 9. Advertising Management by David A. Parker, Rajiv Batra, Practice Hall M 97, Connaught Circus, New Delhi. 10. Reading in Advertising Management by Bellur V.V. Himalaya Publishing House, Bombay.

FILM STUDIES

1. Film as a medium

• Film in relation to theatre, television • Five C’s of cinematography • A Very Brief History of World Cinema: The Pioneers - Lumiere Brothers, Melies,

Griffith Hollywood Silent Era - Charles Chaplin, Cecil B. DeMille • The Position of Cinema in Developing Countrie • Evolution of Indian cinema, referring to pioneers like Phalke, coming up of talkies, the

era of superstars, multi starrers, Angry Young Man, rise of Multiplex

2. HOW TO MAKE A FILM

• Budgeting • Scripting and Screenplay • Raw Stock, Film Formats • Functions of Producer, Director, Choreographer, Lyricist, Music Director, Art Director • Casting, Location - hunting • Recent Technological Innovations in Cinema. • Post Production

Books Recommended:

1. Film Art: An Introduction by David Bordwell 1979 How to Read a Film: The World of Movies, Media, Multimedia: Language, History, Theory)by James Monaco Film History: An Introduction by Kristin Thompson

Media Budgeting

1. Media Budget

• Meaning: Factors to be considered while Framing a Budget: Advertising Task, Competitive Framework, Market Dominance, Market Coverage, Media Cost, Market Task, Pricing , Frequency of Purchase

• Importance of Media Budget: Methods of Setting Media Budget – Status Quo, Inflation

Adjusted, Advertising Sales, Case Rate & Advertising Margin Method, Share of Market, Yardstick Method, Effective Frequency & Reach Method & Margin Analysis ROI Based Approach, Experimental Approach, Break Even Planning.

• Media Buying: Meaning, Role of Media Buyer, Objectives of Media Buying, Buying Process: Buying Brief, Environmental Analysis, Science and Art of Buying, Benchmarking Buying Plan Presentation Deal Management and Post Buy

• Buying brief: Concept & Elements of Buying Brief, Art of Media Buying – Negotiation

in Media Buying, Plan Presentation and Client Feedback

2. Criteria in Media Buying

• Media Scheduling: Meaning, Importance, Factors Affecting Scheduling: Sales Pattern, Purchase Cycle, Product Availability, Competitive Activity, Marketing Task, Budget Constraints, Target Group.

• Scheduling Patterns: Continuity, Flighting, Pulsing, Scheduling Strategies for Creating

Impact: Road Block , Day or Day part, Emphasis, Multiple Spotting, Teasers

3. Developments in International Marketing

• Media Measurement & Basic Metrics: Reach, Cumulative/Frequency Reach, Discrete & Cumulative distribution, Average Opportunity to See (AOTS), Effective frequency/Reach

• Television Metrics:Dairy v/s Peoplemeter,TRP,/TVR, Program Reach & Time Spent,

Stickiness Index, Ad Viewership

• Radio Metrics: Arbitron Radio Rating

• Print Metrics: Circulation, Average Issue Readership (AIR), Total or Claimed Reader, Sole or Solus reader

.

• Benchmarking Metrics: Share, Profile, and Selectivity Index

• Plan Metrics: Gross Rating Points (GRP), Gross Impressions (GI), Share of Voice (SOV).

4. Evaluating Media Buys: Evaluating Television Media Buying ,Dysfunctional Card

Rate, Secondary and Effective Rate, Deal Composition, Cost Per Rating Point(CPRP), Reach Delivered by the Buy, Visibility Spots, Bonus Percentage, Upgrades and Spot Fixing,

5. Sponsorships:

• Evaluating Print Media Buying: Discount on Rate Card, Negotiated Rate, Cost Per

Thousand (CPT), Market Share Incentives, Readership v/s Circulation Track, Growth Incentives, Combination Rate Incentives, Full Page Discounts and Size Upgrades, Discount for Colour Ads, Date Flexibility Incentives, Positioning, Innovations.

• Evaluating Other Media Buys: Radio Buys, Outdoor Buys, Cinema Buys, Internet

Buys, and Mobile Buys

Books Recommended:

1. Media Planning and Buying: Principles and Practice in the Indian Context by Arpita Menon

2. Media Buying And Planning by Linda Davis

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

Research, and Buying (Routledge Communication Series)

MEDIA LAWS AND ETHICS

Media Laws:

• Constitution of India: fundamental rights-freedom of speech and expression and their limits.

• Freedom of speech and expression in context of different countries Directive principles of

state policy. Provisions of declaring emergency, their effects on media

• Reporting legislature - Parliamentary privileges and media Press laws:

• History of press laws in India: Contempt of Courts Act 1971 - civil and criminal law of defamation - relevant provisions of Indian Penal Code with reference of sedition, crime against women and children; laws dealing with obscenity; Official Secrets Act 1923, vis-a-vis Right to Information-Press and registration of Books Act 1867. Working Journalists and other newspapers employees (Conditions of service and Miscellaneous Provisions) Act, 1955;-

• Cinematograph Act, 1953; Prasar Bharti Act; WTO agreement and intellectual property

right legislations, Guidelines for news TV in the wake of 26/11 attacks, media and public interest litigation

Media Ethics:

• Media's ethical problems including privacy, right to reply, sting operations Guarding against communal writing and sensational and yellow journalism Freebies, bias, coloured reports Ethical issues related with ownership of media and national, transnational monopoly

• Private treaties between media and corporate houses

• Role of Press Council of India and its broad guidelines for the press

• Scourge of paid news Codes suggested for the press by Press council and other National and International organizations. Accountability and independence of Media.

Books Recommended : 1. Laws of the Press, D.D.Basu, 1996, Princeton Hall Publishers, New Delhi. 2. Media Credibility by Aggarwal, S.K. 3. Mass Media: Laws and Regulations by Rayudu, C.S. 4. History of Press, Press Laws and Communication by Ahuja, B.N.

5. Press and Pressure by Mankakar, D.R. 6. Freedom and Fraud of the Press by Ghosh, Kekar 7. Press and Press Laws in India by Ghosh, Hemendra Prasad 8. Media Ethics and Laws by Jan R. Hakeculdar 9. The Media in your life by Jean Folkerts.

MEDIA MANAGEMENT

• Media Management – Principles, Functions & Significance

• Media - a profession and industry-Ownership pattern : Private Ltd., Public Ltd.; Individual ownership, Partner, Trust, Society Transnational ownership.

• Policy Formulation-Business and legal aspects of media management

• Advertising, PR, Brand Promotion & Marketing Strategies.

• Problems specific to media management - Editorial Management: Changing role of

editorial staffs and other media persons - Editorial response system.

• Organisational structure in newspapers, television etc. Books Recommended : 1. Newspaper Management, Gulab Kothari, 1995, Intercultural Open Uni., Netherland. 2. Handbook of Journalism & Mass Comm. Virbala, 2002, Concept Pub. Co., New Delhi. 3. Newspaper Organisation & Management, Herbert Lee Williams, 1978, Surjeet Pub., New Delhi. 4. Media for Managers by Frank M. Corrado 5. Principles of Management by Henry H. Albers 6. Media Management in India by Dibakar Panigrahy 7. Newspaper Management in India by Gulab Kothari 8. Media Management in the Age of Giants by Dennis F. Henrick

MEDIA PLANNING AND BUYING

• Media planning • Sources of media research • Selecting the suitable media options • Criteria for selecting the media vehicles • Media timing • Comparing and Evaluating continuity of media options/choices • Deciding the ideal media mix • The communications mix • Media buying and negotiation • Competitive media expenditure analysis • The concept of aperture • Scheduling and budgeting allocation • Media plan evaluation • Media presentations to the client • Media audit

Books Recommended:

• The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz

• Advertising and Integrated Brand Promotion by Thomas O'Guinn • Media Planning: A Practical Guide, Third Edition by Jim Surmanek • Essentials of Media Planning by Arnold M Barban, Steven M Cristol, Herb Baum • Advertising Media Planning by Jack Zanville Sissors, Lincoln Bumba

PGDM- Pharmaceutical Management

1. Pharmaceutical Sales and Marketing 1. Marketing tasks and philosophies: Marketing systems and pharma marketing environment, 2. Consumer market Pharmacuetical and buyer behaviour. 3. Strategic marketing process: Industrial market, market segmentation, market measurement and forecasting. 4. Strategic planning in pharma marketing: Situation analysis, developing marketing objectives; Determining positioning and differential advantage, selecting target markets designing marketing mix for target market. 5. Product decisions: Product classification, product life-cycle strategies, 6. Branding, packaging and labeling. 7. Pricing decisions: Pricing methods and strategies. 8. Distribution decisions: Importance and functions of distribution channels, distribution channel members. 9. Promotional Decisions : Promotion mix elements. 10. Communication in Pharmaceutical Industry 11. Selling and Negotiations in Pharmaceutical Industry. Books: 1. Pharmaceutical Marketing by Subba Rao 2. Pharmaceutical Marketing by Dimitris and Dogramatiz 3. Pharmaceutical Marketing by Smith 4. Marketing Management, A South Asian Perspective by Kotlar 5. Marketing Management, Planning, Implementation and Control by Ramaswami and Namakumari. 6. Marketing Management and Administrative Action, Tata McGraw Hill

2. IPRs in Pharmaceutical Management

1. IPR fundamentals: IP vs conventional property. Importance/role of IPRs in business management. Introduction to 8 different IP mechanisms, their characteristics, properties and business. 2. IPRs in strategic business planning: Business implications and importance of various IP mechanisms, especially patents. 3. Elements of national and international patent applications: Forms and formats. Drafting of patent applications; Fee, time schedules and related aspects. International patenting and introduction to PCT. Understanding patent life cycle management. 4. Patents as sources of technological jumps: Introduction to technology capture concepts in business development. Making use of technology tools in business globalization. Technology development organizations in India and abroad. 5. Patent mapping: Introduction and practical utility in business development. 6. International treaties-I: Introduction to TRIPS. Concept behind GATT/TRIPS. Emergence of WTO. 7. International treaties-II: DOHA declaration and its significance for Indian pharma industry. agreement. WIPO and its role in IP promotion at global level. 8. Development of human IPR resources for business management: Essential requirements, job profiles. Introduction to MIPC (Germany) and FPLC (USA). Role of AUTM, LESI. Practical tips for enhancing IP related qualifications for management professionals. 9. Ethics in IP: Importance and need for training in ethics and values in the context of IPRs. Case studies. 10. Case studies: a) Using patents as tools in strategic business planning. b) Drafting of technology offers and requests. c) Generating an ICC (infringement clearance certificate) and Technology status report) GTSR (Global d) Practical exercise on patent mapping. Books: 1. Law Relating to Intellectual Property by B.L.Wadhera 2. IPR Handbook for Pharma Students and Researchers by P.Bansal 3. The Patents Act, 1970 (Bare Act with Short Notes) (New Delhi: Universal Law Publishing

3. GENERAL PHARMACOLOGY and CLINICAL RESEARCH 1. (a) Identify drug absorption, distribution, metabolism and elimination potential through the

concept of ionization as defined by the Henderson-Hassel-batch equation.

b) Discuss the role of lipid solubility and route of administration relative to drug absorption, distribution, metabolism and elimination. 2. a) Drug discovery process: Principles, Techniques and Strategies used in new drug

discovery. Regulations for laboratory animal care and ethical requirements.

(b) Bioassays: Basic principles of bioassays, official bioassays, experimental models and statistical design employed in biological standardization. Bioassay of histamine, Insulin, Sexhormone, Oxytocin and acetylcholine. 3. Pre-clinical and clinical models employed in the screening of new drugs belonging to

following categories: Analgesic - antipyretics, anti-inflammatory, anti-anxiety agents, anti-depressant drugs, anti-convulsants, anti-diabetics, local anesthetics and anti-histaminic.

4. Alternative to animal screening procedure. Models of study drug metabolism.

5. Adverse drug reactions and drug interactions. Principle of toxicity evaluation and determination of LD50, ED50, and TD50 .

6. Basic mechanism of membrane transport, membrane transporters in therapeutic drug responses, membrane transporters and adverse drug responses.

7. Clinical Research Introduction to clinical research Module 2: Pharmacology and drug development Module 3: Ethics and Guidelines in Clinical Research Module 4: Regulation in Clinical Research Module 5: Clinical Trial Management Module 6: Clinical Data Management & Biostatistics

Books

1. Goodman & Gilman's- Pharmacological Basis of Therapeutics by Louis Sanford Goodman; Laurence L. Brunton; Bruce Chabner; Bjorn Knollman

2. Basic and Clinical Pharmacology 13 E by Bertram Katzung; Susan Masters; Anthony Trevor

3. Friedman, Furberg & DeMets: Fundamentals of Clinical Trials, 3rd Edition, 1996. Mosby-Year Book, Inc. Pocock:

4. Clinical Trials, A Practical Approach. 1983. John Wiley & Sons. Page 2 of 4 Meinert:

5. Clinical Trials: Design, Conduct and Analysis. 1986. Oxford University Press. Hulley & Cummings: Designing Clinical Research: An Epidemiologic Approach, 2nd Edition. 2001. Williams & Wilkins. Rosenbaum, Paul:

6. Observational Studies, 2nd Edition, 2002. Springer. Redmond & Colton (Editors): Biostatistics in Clinical Trials. 2001. John Wiley & Sons. Crowley (Editor):

7. Handbook of Statistics in Clinical Oncology. 2001. Marcel Dekker, Inc. Finkelstein & Schoenfeld (Editors): AIDS Clinical Trials. 1995. Wiley-Liss, Inc. Chow (Editor):

8. Encyclopedia of Biopharmaceutical Statistics. 2000. Marcel Dekk

4. National Regulatory Environment 1. The Pharmacy Act, 1948. 2. The Drugs and Cosmetics Act, 1940. 3. The Drugs and Magic Rem- edies (Objectionable Advertisement Act), 1954. 4. DPCO, 1995. 5. Patents Act, 2005/ 6. Infant Milk substitutes, feeding bottles (Regulations of production, supply and distribution Act, 1992). 7. Clinical trial application requirement in India. 8. IND, NDA, ANDA application in Indian context. 9. Prevention of Food Adulteration Act. 10. Narcotics Drugs and Psychotropic Substance, 1985. 11. Latest amendments to the Drugs & Cosmetics Act. Books: 1.New Drug Approval Process, edited by Richard A. Guarino 2.The Pharmaceutical Regulatory Process, edited by Ira R. Berry 3.Medical Product Regulatory Affairs, edited by J. J. Tobin and G. Walsh 4.Pharmaceutical Jurisprudence by G K Jani 5.Official websites related to various guidelines - www.ICH.Org

5. Pharmaceutical Product Management 1. Introduction to product management: Definition, role of product management and scope of product management. 2. Product planning and development: Meaning of product, classification of pharma products, strategic planning for segmenting, targeting and positioning pharma products, product research and need gap analysis and health services. Operational pharma product planning including pharma sales programmes and budgeting, organising and controlling for pharma product management. 3. New product development process and methods: Type of new pharma products, complete product development process, product innovation, new product adoption and diffusion process, opinion leadership. 4. Pharma product mix strategies: Product portfolio management strategies, product mix and product line strategies, decisions regarding buying or making new products. 5. Product life cycle strategies: Domestic pharma product life cycle and international pharma product life cycle; Stages and strategies for each stage. R & D management for new product development. 6. Brand, packaging and other pharma product features: Pharma branding process and strategies, OTC generic and prescription product branding. Packaging and labeling, legal and social consumer inputs for different kind of packaging and labeling design control of spurious products. 7. Pharma product pricing issues: Social, economic, legal, ethical issues for pharma product pricing in India. Pricing methods and techniques. Other factors influencing pharma product pricing. 8. Pharma product distribution management: Pharma product channel design, single channel v/ s multiple channel strategies, roles and responsibilities of chemists for product promotion and distribution. 9. Pharma product promotion: Issues in pharma product promotion, approaches for pharma product promotion, DTC, e-detailing, physician related promotional programmes for increasing acceptance and sales of pharma products. Books: 1. Marketing:Concepts and Strategies by Pride, W.M. and Ferrell, O.C. 2. Marketing Management: Planning by Ramaswamy, V.S. and Namakumari, S. Marketing by Zikmund, A. 3. Innovating Organization, edited by Pettigrew & Fenton 4. Marketing Research - Measurement and Method by Tull and Hawkins 5. Product Policy and Strategy by Luck, D.J.

6. Pharmaceutical Business Environment

1. Concept, significance and nature of corporate environment. Critical elements of various broad environment factors changing dimensions of corporate environment. Emergence of new business houses in India. 2. Technique of environmental scanning. Environmental scanning of some industries. 3. Economic environment of business: Concept, component (fiscal and monetary policy) and development (pre-globalisation). 4. Political legal environment of business: The critical elements of political environment constitution provisions affecting business in India; The preamble, directive principles of state policy and fundamental rights, the economic roles of the government, growth and control of corporate sector in India. Political dimensions of doing business in India, changing dimensions of legal environment in India. 5. International and technological environment: Multinational Corporation, foreign collaboration and Indian business, nonresident Indian and corporate sector, World Bank, IMF polices and India, trade barriers, foreign trade policies, the technological environment in India, policy for research and development, technology and economic development, appropriate technology and problems of technology transfer. 6. Socio cultural environment. Books: 1. Business and Government by Francis Cherunilam 2. Business Environment by K Chidambaram and V Alagappan 3. Business Policy and Environment by K Aswathappa 4. Business Environment by F. Cherunilam 5. Business Environment by Raj Aggarwal and Parag Diwan 6. International Business Environment and Management by V K Bhall and S Shiva Ramu 7. Government and Business by N K Sengupta 8. World Trade Organization by Anne Krueger 9. Indian Constitution by D D Basu 10. Constitution of India by P M Bakshi 11. Technology Acquisition and Application: Interpretation of the Indian Experience by A V Desai 12. Technology and Economic Development The Indian Case by Debashish Mallick 13. Multinational Corporations in India by Shiva Ramu 14. Business Laws by N D Kapoor 15. Business Policy and Strategic Management by W F Glueck and Jauch 16. India's Family Owned Business ICFAI Case Study Series 17. Globalisation (The Economist Publication)