HEX Elective Course HSC

8/6/2019 HEX Elective Course HSC

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Sl. No.Course

No.Title of the course

Credithours

1. HEX 303 Journalism 2+1

2. HEX 304Group techniques

2+1

3. HEX 402 Training and development 2+1

4. AEC441 Public relation and social marketing 2+1

5. AEC442 Financial management 2+1

6. AEC443 Retail management 2+1

Total 12+6=18


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HEX 303 JOURNALISM 2+1

THEORY

UNIT I - Introduction to Journalism

Journalism meaning, concepts and types,

ournalism principles, Genesis and growth in India

Print media scenario in India. Frontier areas o

Journalism.

UNIT II - Writing techniques

Writing technique-content and format, styles,different aspects of style and art of technical

writing to Radio, TV, (electronic journalism).Use o

illustration -converting text in to illustration. Type

of lead


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UNIT III - Layout and editing

Layout and balancing Principle of editing and

reporting. Qualities of good reporter, Photographs

and picture editing Readability test, Magazine

effectiveness., content analysis.

UNIT IV - News gathering and interview

technique

Art of speech, Art of interviewing, Feature and

news story Interview for news and feature News

and News value (TV news Radio) ',Type of

Advertisement.


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UNIT V Press and News agencies and

organization

Freedom of press Types of press, briefing,

press and public relation, Press laws act-press

code and ethic -Press council. News agencies- UNI,

PTI - Advertising Departments- Other agencies-

Mass Media Professional organization

PRACTICALS

Practice in writing article and news stories

for various print media. Practicing readability test

and assess the magazine effectiveness practicing to

convert text in to illustration. Practice in layout,

script editing, picture editing, art of speaking and

interviewing.


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TEXTBOOKS

y James, F.Evan. 2002. Communication inAgriculture: The American farm press. IOWA

stateuniversity, Iowa.

y Skeval.J.Kumar 2004. Mass communication inIndia,sneezes printers, Mumbai.

y Mehta, D.S. 1997. Mass communication andJournalism, Allied publishers 751, Anna Salai

Chennai.

y Sawant, G.K.2006. Communication through farmliterature Agrotech publishing Academy, Udaipur.


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FURTHER READINGS

y Benien, J.P 1989. The Rural press andAgricultural extension, Dept of Agrl. Economics.

University ofSydney, Sydney.

y Fox Rodney, 2001. Agricultural and technicalJournalism, Greenwood press.

y Krishna boone, 2001.Agricultural communication:Charges and challenges.IOWA State university

press Iowa.

y Thomas. F. Paw lick. 2001. Theinvisiblefarm:Theworldwidedeclineof farmnews and

Agricultural journalism training Roman & little

field publisher


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JOURNALS

yJournal of library and information technology(11a Adesh Nager , endriya Hindi sansthan

Marg , handari , agra -5 U .P)

y Communicator (Indian Institute of MassCommunication )

ONLINE RESOURCES

y http://www. acs. edu.au/courses/writing andjournalism

y http://www.bournemouth.ac.uk/journalismy http://www.indiatogether.org/2003/dec/agr

_farmjourn.htm


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HEX 304 GROUP TE HNIQUES 2+1

THEORY

UNIT I - Introduction to group technique and

group discussion

Group and group technique meaning, concept, types,

group and group membership, Definition, types, formation

of groups. Group Discussion success in group discussion

Strength and limitation of discussion. Leadership functionin group discussion produced social and task function.

Technique and evaluation of group discussion in group.

Role players in group discussion. Public discussion vs.

group discussion.

UNIT II -Team development

Difference between work group and work team

haracteristic of team Type of team, Building team

performance Importance of team, Role analysis technique,

Role negotiation technique.


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UNIT III - Interv e

Gr intervie type' - criteria f revaluating

candidate Different model of group discussion.

Group intervie tips, - Panel intervie things

observed by the intervie er, skill measured.

Focused group intervie -five steps ,Nominal group

intervie technique, Informal group methods

UNIT IV - Other group technique

Concepts principle and method of conducting

group technique seminar, workshop, role playing,brainstorming and discussion, forum, group

conference(Video, Audio)


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UNIT V - Group communication and inter group

processes

Group communication small group communication

and its structural attributes. Communication patterns

in task oriented groups. Nature of group

cohesiveness. Group processes - creativity and

creative thinking, interpersonal feed back

organizational communication, collaborative

processes Decision making by consensus .Supervisory

and leadership style, OK and Not OK influencing style.

PRACTICALS

Practicing various group techniques interview,

blain storming Role playing, workshop, seminar,

conference, panel, forum. Practicing different model

of group discussion. Different method of identifying

leaders in a group. Indexing leaders by leadership

index.


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TEXTBOOKS

y Darwi cartwri t and Alvin Zander. 1968. " roupdynamics" Tavistockpublication 1- 79

y Prased H . 2001 'How toprepare for roupdiscussionand interview' Tata Mc raw Hill companiespp220

y Peter Hartley, 2004. " roup communication" RutledgeLondonand New York 99 .225.

y S as i k upta Rosy Jos i, 2005. Human resourcemanagement Ajii printers, old Maujpur s ahdara, Delhi

53 pp516

FURTHER READIN S

y Aubrey Fisher, 1974. Small group decision making,communication and group process Mc raw Hill book

company.

y Halbert E.Gulley 1972. "Discussion conferenceandgroupprocess "Amerindpublishing Co-pvt Ltd.,


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J RN L

y LEI INDI - Ma azine n l wexternal in utsustaina le a riculture

NLINE RE RCE

yhtt ://www.a ac .c /c stu ies/ r u s/r u /ht l

y htt ://www. yc te .c /n minal_ r u _techni ues

y htt ://www.en.wiki e ia. r /wiki/ r u _ yanamic


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HEX 402 TRAINING AND DEVELOPMENT 2+1

THEORY

UNIT I - Introduction

Training concept, need and importance .Feature

of training, objectives of training, difference

between training, development and education.Training category and Training paradigms

UNIT II - Training -planning

Planning training- training need assessment

analysis process Developing -training strategy -

developing training policies plan and procedures

identifying training resources and ear marking

funds and man power.


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UNIT III - Designing training

Designing training objectives, common

features, steps of designing training. Trainer

involvement in designing Induction programmes,

apprenticeship and youth training, management

and supervisor training scheme, individualprogramme and key dimension of training design.

UNIT IV - Conducting training design

Different types of training and various methods

including use of advance Communication

technology, responsibility and ingredients of good

training programme. Models of training

intervention.


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UNIT V - Evaluation of training and training

challenges

Purpose of evaluation of training, elements of

evaluation, approaches of evaluations skill,

evaluation based on criteria reaction, learning,

behaviour and result. Training challenges - skill -

training for unwilling- training cost and ingredient

for effective training. Preparedness for demand

driven training, trainer skill relevance different

groups and its application

PRACTICALS

Exposing the students to different ongoing

training and development wing at government ,private and NGOs . E valuation of various training

programme based on certain criteria. Assessing

the training needs of targeted group of people.

Practicing to conduct feed back analysis of any one

training programme and report writing


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TEXTBOOKS

y Alison Harding ham 1998 , Designing trainingUniversity press (India H yderguda ,Hyderabad -29 P128

y Peter brambly 1990 Evaluating training universitypress Hyderabad -29 , p149

y Tapomoy Deb 2006 Human resource development AneBooks India New Delhi -2

FURTHER READINGS

y Shashi k Gupta Rosy Joshi, 2005."Human resourcemanagement Ajiis printers, old manjpur shahdara, Delhi

53 pp516

y Penny Hatchet 1997 Introduction to traininguniversity press Hyderabad -29 p172


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JOURNALS

y Indian Journal ofTrainingand Development (IndianSociety of Training and Development , Training

house, B-41, Institutional Area New Meharauli Road

New Delhi -16

y Journal of Management, (ASCI Administrative Stafcollege ofIndia , Bella VISTA, Hydrabed -82)

y Indian Journal of Public administration (IndianInstitute of public administration , New Delhi

ONLINE RESOURCES

y http://www.explorehr.org/articles/trainig+development/types

y htp://www.cdac.in/htm/hrd/training.aspy http://www.cmc/tt.com/careers/learning.htm


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AEC 441 PUBLIC RELATIONS 1+1

AND SOCIAL MARKETING

THEORY

UNIT I - Public Relations- Introduction, Nature and

Scope

Public Relations - Concept- definitions- Nature

and scope of Public Relations.

Elements of Public Relations-Social Philosophy of

Management- Policy Decisions-Action- Communication.

Organisation for Public Relations- Public Relations

Officer- Traits of Public Relations Officer.

UNIT II- Internal and External Publics

Public Relations for Internal and External Publics-

Employees, Share holders-- Government -Public

Relations for Internal and External Publics -

Customers- Dealers- Suppliers- Press and community-

Public Relations for Specific Groups and Institutions-

Hospital- Educational Institutions- Transport

Corporations


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UNIT III Social Marketing- Introduction, Nature ,Scope and

Social Campaign

Introduction to Social Marketing- Concept of Social

Marketing Importance- Difference between Traditional

Marketing and Social Marketing- Scope of Social Marketing.-

Effecting Social Change- Nature and Role of Social

Campaigns- Change Agent- Target Adoptors- Stages of Social

Marketing Campaigns Factors responsible for Successful

Social Marketing Campaign-

UNIT IV Social Marketing Plan- Product and Place

Strategies

Social Marketing Plan and Environment- Developing the

Social Marketing Plan- Components- Social marketing

Strategies Action Programmes- Budget and Controls

The Social Product- Concept-Designing the Social Product-Segmentation- Types- Product base- Object of Adoption-

Targeting - Types of Demand- Positioning the Social Product

-Social Marketing of Services- Place- Channels for Social

Products-Distributing a Tangible Product-Channel Level and

Length-Channel Position-Channel Role. Distributing an

Intangible Product-Models for the Flow of Distribution


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UNIT V- Costing, Promotion and evaluation o

Social Products - Mobilising Influence groups

Price- Cost of the Social Product- Managing the

Monetary Costs of Adoption Pricing- Objectives

and Methods -Managing the Non-Monetary Costs of

Adoption Time cost- Perceived risks.-Types and

actions-Promoting the Social Product- Importance

of Mass Communication- Mass Communication

Process-Hierarchy of Effects Model Evaluating

Effectiveness - Selective mmunication - Direct Mail

- Tele marketing Personal communication- Nature

and Process Relationship Marketing- -Mobilising

Influence groups- Market Motivation Approach-

Strategies for Mobilizing Influence Groups-Tactics

for Mobilizing- Power Politics Approach-Sources of

Power --Strategies of Power -Types of Power

Structures


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PRACTICALS

Visit to hospital District collectorate-

Non Governmental organisation- Corporate

firm to study the public relations

management- Consumer survey for social

products- Exercise on Product development-

- pricing- visit to Department of Health and

Family welfare, Non Governmental

organisation, Case study on Targeting and

segmentation, corporate involvement in

social marketing- Study on optimal

distribution channels, media selection and

advertising- issues related to social

marketing and performance of social

institution


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T XT B KS

y Fraser . Seitel, The racticeof ublic elations.pper Saddle iver, ew Jersey: rentice Hall,

.

y Kotler, hilip, ed oberto, and ancyLee, Socialarketing: mproving the QualityofLife, Second

dition. Sage ublications,

F TH DINGS

y Alan . Andersen and hillip Kotler, Strategicarketing for Non rofit rganizations rentice

Hall,

y Philip Kotler and Nancy Lee, arketing in thePublic Sector: A oadmap for Improved

Performance, Wharton School Publishing, 7


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JOURN LS

y The Indian Journal of ublic dministrationy The Indian Journal of Souel work

ONLINE RESOURCES

y www.uwgb.eduy www.economist.comy http://ecnomics.about.com


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AEC 442 FINANCIAL MANAGEMENT 2+1

THEORY

UNIT I Introduction, Nature and Scope, Financial

intermediation and Intermediaries

Financial Management-objectives, scope-

Relationship between finance, marketing and

production decisions. Institutional setting-legal

setting and process of financial intermediation-

Financial Intermediaries - Commercial banks-

lending programmes- Cooperatives-classification-

lending programmes- Industrial Development

Banks-lending programmes- other financial

intermediaries


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UNIT II- Information flows- Balance sheet, Income

statement and Cash flow statement

Information flows in Financial Management -

Balance sheet-importance, components- Income

statement-importance, components-Cash flow

statement-importance, components Ratio analysis

and comparative analysis


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UNIT III - Time value of money, Capital

budgeting Management of liquidity and

leverage

Impact of time on Financial Management -

Capital budgeting-meaning -Importance and

types Managing leverage and liquidity

borrowing- Credit growth of the firm, types of

loans- Short term, medium term and long termloans

UNIT IV- Risk management, working capital and

investment management

Risk Management-techniques and measures-

- Loans for working Capital and investment-

Cost of borrowing in different institutions-

Evaluation of credit worthiness, credit

proposals-preparation


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UNIT V- Accounting systems and Financial

Records, Repayment, Financial analysis and

Control

System of Accounting- Accounts Entry

system-single entry- Double entry -merits and

limitations - Financial Records Journal

Ledger--subsidiary books- trail Balance- trading

account,- final statements-Repayment plans and

methods- Financial analysis and control-

Monitoring the financial health- Criteria for

effective financial control system

PRACTICALS

Visit to banks and institutions, financial

records and accounts of firms, capital

budgeting-Analysis of Balance sheet, income

statement, Ratio analysis-repayment-project

report preparation.


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EX B KS

y I. . Pandey, Financial anagemnt, 8th Edition,VikasPublishing House Pvt Ltd,NewDelhi,2004.

y Price Gittinger, J.Economic Analysis ofAgricultural Projects,2002

F R HER READINGS

y Prasanna C andra, Financial anageme t, 4thEdition,, ata cGraw Hill Publishing Company,

NewDelhi ,2002.

y Van Hor e, James.C, Financial anageme t andPolicy, 4th edition, Pre tice Hall of I dia Private

Ltd.,NewDelhi , 2000.


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JOURNALS

y Jour l of financial management and anal sisfinancing agriculture

y Resource bank of India : Bulletin

ONLINE RESOURCES

y http: finance.ewu.eduy http: morevalue.com


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AEC 443 RETAIL MANAGEMENT 2+1

THEORY

UNIT I Retail strategic planning and retail institution

Retailing concepts, Scope and c aracteristics, building and sustaining

relations ip in retailing - customers and c annel members. Strategicplanning in retailing - steps, controllable and uncontrollable variables of

strategic planning. Retail institutions- classification, institution

c aracterized by owners ip, store based retail strategy mix- w eel of

retailing retail life cycle, nonstore based retail strategy mix.


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UNIT II- Identification of customers and location

Identifying and understanding consumers- demographics and life cycle factors and

needs and desires of consumer, consumer decision process and its stages types of

consumer decision, Store location importance, process fro choosing store location,

trade area components and major factors in trading area analysis, site selection -

types of location, location and site evaluation- criteria and terms of occupancy.


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UNIT III- Ret org z t on, human resour e and

operat on management

Retail organization procedure in setting up

organization- organizational patterns in retailing.

Human resource management special

environment and process. Operation management

profit planning, asset management, retail

budgeting andresource allocation, store planning-

store design, retail space management- space mix,

store layout, floor space management


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UNIT IV- Merchandise anage ent, retail pricing

and retailimage

Merchandise management- buying organi ation

formats and process and factors in devising

merchandise plan, implementation process of

merchandise plan. etail pricing role and e ternal

factors affecting pricing strategy, developing and

implementation of retail pricing strategy. etail

image- importance and components of retailimage

and retailatmosphere.


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UNIT V- Retail promotion, micromarketing and

franchising in retailing, retail information system,

retail audit and e-tailing

Retail promotion scope and elements-

advertising and public relation, personnel selling and

sales promotion, planning the retail promotional

strategy. Micro marketing- customer response.

Franchising - Types of Franchising and Franchise

Agreement. Retail information system and retail

technology. Retail Audit- possible difficulties in

conducting an retail audit- illustrations. Visual

merchandising- role and types of shop display. Online

retailing/ E-tailing- definition-role scope - categories

and pitfalls.


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P AC ICA S

Consumer survey- visit to consumer forum-

visit to various retail shops- fruits, vegetables,

egg/ poultry, groceries, bakeries, s eet stall,

snacks, departmental stores, co-operative.

Super market producing unit and financial

institutions to study various aspects of retail

management. Case study revie , estimating

retail cost and margin, exercise no advertise

meant planningand pricefixation for theretail

stores


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TEXTBOOKS

y Barry Berman and Joel R. Evans. 2005. RetailManagement A Strategic Approach. Prentice

Hall of India Pvt., Ltd., New Delhi.

y Raymond. A, Marquardt, 1975. Jame C. Markens,Rober G. Roe, Retail Management satisfaction

of consumer Needs Illinois: the Dryden press.F RTHER READINGS

y C.Glenn Walters, 1974. Consumer BehaviourTheory. Practice London Irwin- Dorsey

International.

y John W. Wingate, Elmer O. Schaller and F.Lionard Miller, 1972. Retail Merchandise

Management. Prentice Hall of India Pvt., Ltd.,

New Delhi.


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JOUNRALS

y Indian Journal of Agricultural Marketingy Agriculture andIndustry surveyy Margin

ONLINE RESOURCES

y http://www.people.umass.eduy http://menegement1e.nelson.com

HEX Elective Course HSC

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