Bachelor of Arts in Multimedia & Mass Communication
Introduction
The three-year Bachelor of Mass Media programme is affiliated to the University of Mumbai. It is a full-time degree programme divided into six semesters. The course enables an in-depth understanding of the dynamic field of mass media in its various forms – print, radio, television, advertising, PR, new media and films. In the third year, students select any one of the specialisations from Advertising and Journalism.
The teaching methodology incorporates lectures, sessions with industry experts, and workshops, and lays special emphasis on field-based projects. Students are encouraged to work on independent projects and give presentations in class. The guest lectures with industry experts facilitate open and meaningful interaction between students and professionals from the industry.
Syllabus
FIRST SEMESTER
1.1 Effective Communication Skills-I
1.2 Introduction to Computers
1.3 Introduction to Sociology
1.4 Landmarks Events in History of World, India and Maharashtra
1.5 Introduction to Economics
1.6 Fundamentals of Mass Communication
SECOND SEMESTER
2.1 Effective Communication Skills-II
2.2 Introduction to Literature
2.3 Introduction to Media Psychology
2.4 Principles of Marketing
2.5 Principles of Management
2.6 Political Concepts and the Indian Political System
THIRD SEMESTER
3.1 Introduction to Creative Writing
3.2 Introduction to Media Studies
3.3 Introduction to Culture Studies
3.4 Advanced Computers
3.5 Introduction to Public Relations
3.6 Understanding Cinema
FOURTH SEMESTER
4.1 Introduction to Journalism
4.2 Introduction to Advertising
4.3 Mass Media Research
4.4 Print Production & Photography
4.5 Organizational Behaviour
4.6 Radio and Television
FIFTH SEMESTER
SEMESTER – V (ADVERTISING)
5.1 Advertising in Contemporary Society
5.2 Copywriting
5.3 Brand Building
5.4 Consumer Behaviour
5.5 Media Planning and Buying
5.6 Ad Design
SEMESTER – V (JOURNALISM)
5.1 Editing
5.2 Reporting
5.3 Features and Opinion
5.4 Journalism and Public Opinion
5.5 Indian Regional Journalism
5.6 Newspaper & Magazine Making
FIFTH SEMESTER
SEMESTER – VI
6.1 Advertising & Marketing Research
6.2 Legal Environment and
Advertising Ethics
6.3 Financial Management for Advertising and Marketing
6.4 Agency Management
6.5 The Principles and Practices of Direct Marketing
6.6 Contemporary Issues
6.7 Digital Media
SEMESTER – VI (JOURNALISM) 6.1 Press Laws and Ethics
6.2 Broadcast Journalism
6.3 Business and Magazine Journalism
6.4 Issues of Global Media
Eligibility
Candidate for being eligible for admission to the degree course Bachelor of Mass Media shall have passed the Std. XII examination, of the Maharashtra Board of Higher Secondary Education or its equivalent, with minimum 45%, from the Arts, Science or Commerce stream. Every Candidate admitted to the degree course will have to register himself/herself with the University.
Admission
Admission to the course offered by the rules framed by the University of Mumbai from time to time and will be given at the commencement of the first semester.
Candidates seeking admission other than Maharashtra board and colleges affiliated other than University of Mumbai must produce a Transfer Certificate from the board/college last attended.
Programme Outcome
This Programme has a wide embrace. It includes instruction in History, Literature, Psychology, Management, Political Science, Media, IT and several other subjects. It prepares a student to make a direct entry into the exciting world of mass media and even pursue the MACJ or any other related Master’s Programme. It is best suited for students with an aptitude for creativity and language