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B-A in Journalism Mass Communication at Koneru Lakshmaiah Education Foundation (Deemed to be University)
Guntur, Andhra Pradesh
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About the Specialization
What is Journalism & Mass Communication at Koneru Lakshmaiah Education Foundation (Deemed to be University) Guntur?
This B.A. Journalism & Mass Communication program at Koneru Lakshmaiah University focuses on equipping students with comprehensive knowledge and practical skills in media. It addresses the dynamic Indian media landscape, encompassing traditional and digital platforms. The program emphasizes ethical reporting, critical analysis, and technical proficiency, preparing graduates for a rapidly evolving industry with diverse roles.
Who Should Apply?
This program is ideal for creative and inquisitive fresh graduates from 10+2 seeking entry into the vibrant media and communication industry. It also caters to individuals passionate about storytelling, social impact, and public discourse, who aspire to careers in journalism, advertising, public relations, or film production. Prerequisites include a keen interest in current affairs and strong communication aptitude.
Why Choose This Course?
Graduates of this program can expect diverse career paths in India, including roles as journalists, content writers, PR specialists, ad executives, social media managers, and broadcasters. Entry-level salaries typically range from INR 2.5 to 4.5 LPA, with experienced professionals earning significantly more. Growth trajectories are robust in media houses, digital agencies, and corporate communication departments across India.
Student Success Practices
Foundation Stage
Cultivate Strong Communication Fundamentals- (Semester 1-2)
Focus on mastering English language skills, including grammar, vocabulary, and effective writing. Regularly practice public speaking, debate, and active listening to build a strong base for all media roles.
Tools & Resources
KL University Language Lab, Grammarly, BBC Learning English, Toastmasters International clubs
Career Connection
Essential for clear news reporting, persuasive advertising copy, and professional presentations in any media domain.
Immerse in Media Literacy and Current Affairs- (Semester 1-2)
Develop a habit of consuming diverse news sources, critically analyzing media content, and understanding media ethics. Participate in college debates and discussions on current national and international events.
Tools & Resources
The Hindu, Indian Express, Livemint, Media studies journals
Career Connection
Crucial for informed journalism, responsible content creation, and understanding societal impacts of communication.
Build Basic Technical Proficiency- (Semester 1-2)
Gain hands-on experience with basic photography and computer applications relevant to media. Learn fundamental photo editing, word processing, and presentation software.
Tools & Resources
DSLR cameras (college lab), Adobe Photoshop/GIMP, MS Office Suite, CapCut or KineMaster
Career Connection
Provides foundational skills for multimedia content creation and digital media operations, enhancing early career versatility.
Intermediate Stage
Engage in Practical Production & Campaign Design- (Semester 3-5)
Actively participate in labs focusing on radio, television, and digital media production. Volunteer for college events to practice PR and advertising campaign planning, scriptwriting, and content creation.
Tools & Resources
College radio/TV studio, Adobe Premiere Pro, Audacity, Campaign management tools
Career Connection
Directly translates into job-ready skills for media production roles, public relations, and advertising agencies.
Develop Research and Analytical Skills- (Semester 3-4)
Focus on mastering media research methodologies, including data collection, analysis, and report writing. Undertake small-scale research projects to understand audience behavior and media trends.
Tools & Resources
SPSS/R for data analysis, Google Forms, SurveyMonkey, JSTOR, Google Scholar
Career Connection
Prepares for roles in media analytics, market research, content strategy, and advanced academic pursuits.
Seek Early Industry Exposure through Internships- (Semester 4 (as per syllabus, but encouraged throughout intermediate stage))
Actively search for and complete internships in media houses, PR firms, or advertising agencies. Network with professionals, observe industry practices, and apply classroom learning to real-world scenarios.
Tools & Resources
KL University Career Services, LinkedIn, Internshala, Industry events
Career Connection
Vital for gaining practical experience, building a professional network, and enhancing employability before graduation.
Advanced Stage
Specialize and Build a Professional Portfolio- (Semester 6)
Choose department electives wisely to specialize in areas like Sports Journalism, Science Communication, or Digital Marketing. Create a strong portfolio showcasing your best work in writing, production, campaigns, and research.
Tools & Resources
Personal website/blog, Behance, GitHub (for digital projects), Professional social media profiles
Career Connection
Demonstrates expertise to potential employers, helping secure desired roles in specialized media fields.
Master Digital Marketing & Online Presence- (Semester 6)
Deep dive into digital marketing concepts like SEO, SEM, social media marketing, and content strategy. Develop a personal brand online and understand how to manage digital campaigns effectively.
Tools & Resources
Google Analytics, Google Ads, Hootsuite, Canva, HubSpot Academy certifications
Career Connection
Highly sought-after skill in today''''s digital-first media landscape, opening doors to digital marketing, content strategy, and social media management roles.
Execute a Comprehensive Dissertation/Project- (Semester 6)
Undertake a substantial dissertation or project work, applying all acquired knowledge and skills. This involves thorough research, critical analysis, and professional presentation of findings or a creative media product.
Tools & Resources
Research databases, Academic writing tools, Project management software, Presentation tools
Career Connection
Showcases independent research capabilities, problem-solving skills, and deep subject mastery, preparing for advanced roles and higher studies.
Program Structure and Curriculum
Eligibility:
- A Pass in 10+2 or its equivalent examination with 50% marks in aggregate.
Duration: 3 years / 6 semesters
Credits: 120 Credits
Assessment: Internal: 40%, External: 60%
Semester-wise Curriculum Table
Semester 1
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| ELC1101 | English for Communication | Core | 3 | Communication Skills, Grammar and Usage, Vocabulary Building, Reading Comprehension, Public Speaking |
| HUC1102 | Indian Constitution | Core | 2 | Constituent Assembly, Fundamental Rights, Directive Principles of State Policy, Union and State Governments, Amendment Procedures |
| MAC1101 | Introduction to Journalism | Core | 4 | History of Journalism, News Concepts and Values, Reporting Techniques, Journalistic Ethics, Press Laws Overview |
| MAC1102 | News Reporting and Editing | Core | 4 | News Gathering and Sources, Interviewing Skills, Headline Writing, Feature Writing, Editorial Writing |
| MAC1103 | Introduction to Mass Communication | Core | 4 | Theories of Mass Communication, Communication Models, Media Effects, Global Communication, Role of Media in Society |
| MAC1104 | Basics of Photography | Core | 3 | Camera Types and Functions, Exposure Triangle, Composition Techniques, Lighting Principles, Digital Photography Basics |
| MAC1105 | Computer Applications for Media | Core | 3 | MS Office Suite for Media, Internet and Research Tools, Basic Graphics Software, Data Management, Presentation Tools |
| MAC1151 | News Reporting & Editing Lab | Lab | 1 | Practical News Gathering, News Story Writing, Editing Exercises, Content Layout Design |
| MAC1152 | Photography Lab | Lab | 1 | Practical Photography Sessions, Photo Editing Techniques, Studio Lighting Setup, Portrait and Landscape Photography |
Semester 2
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| ELC1201 | Advanced English for Communication | Core | 3 | Advanced Grammar and Syntax, Business Communication, Presentation Skills, Report Writing, Academic Writing |
| HUC1202 | Human Values & Professional Ethics | Core | 2 | Moral and Ethical Values, Professional Conduct, Social Responsibility, Ethical Dilemmas, Value Education |
| MAC1201 | Media Laws and Ethics | Core | 4 | Press and Publication Laws, Defamation and Libel, Copyright and Intellectual Property, Ethics in Journalism, Broadcasting Regulations |
| MAC1202 | Print Media and Production | Core | 4 | Newspaper and Magazine Design, Publishing Process, Printing Technologies, Layout and Typography, Desk Top Publishing |
| MAC1203 | Radio Journalism and Production | Core | 4 | History of Radio, Radio News Reporting, Scripting for Radio, Audio Editing, Radio Programming |
| MAC1204 | Television Journalism and Production | Core | 3 | TV News Production Process, Camera Techniques, Video Editing Software, Anchoring and Reporting for TV, Broadcast Journalism |
| MAC1205 | Advertising: Concepts and Principles | Core | 3 | History and Evolution of Advertising, Types of Advertising, Advertising Campaigns, Brand Management, Market Research for Advertising |
| MAC1251 | Radio Production Lab | Lab | 1 | Radio Program Production, Sound Recording Techniques, Audio Mixing and Editing, Script Implementation, Live Radio Simulation |
| MAC1252 | Television Production Lab | Lab | 1 | Video Production Fundamentals, Camera Operation, Lighting Setup, Post-Production Workflow, Multi-camera Setup |
Semester 3
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MAC2101 | Communication Theories | Core | 4 | Major Communication Paradigms, Interpersonal Communication, Group Communication, Organizational Communication, Rhetorical Theories |
| MAC2102 | Development Communication | Core | 4 | Theories of Development, Role of Media in Social Change, Health Communication, Rural Development Communication, Participatory Communication |
| MAC2103 | Public Relations | Core | 4 | Concepts of Public Relations, Corporate Communication, Crisis Management, Media Relations Strategies, Event Management in PR |
| MAC2104 | Media Research | Core | 4 | Research Methods in Media, Data Collection Techniques, Quantitative Analysis, Qualitative Analysis, Report Writing and Presentation |
| ELOE01 | Open Elective (e.g., Fundamentals of Entrepreneurship) | Elective (Open) | 3 | Entrepreneurial Mindset, Business Idea Generation, Startup Ecosystem in India, Business Plan Development, Funding Sources |
| MAC2151 | PR & Advertising Lab | Lab | 1 | PR Campaign Planning, Advertising Copywriting, Media Kit Development, Press Release Writing, Client Brief Management |
| MAC2152 | Media Research Lab | Lab | 1 | Survey Design and Implementation, Data Analysis Using Software, Interview Transcripts, Focus Group Discussions, Research Project Presentation |
Semester 4
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MAC2201 | Film Studies | Core | 4 | History of Cinema, Film Genres and Movements, Auteur Theory, Indian Cinema: Evolution and Trends, Documentary and Experimental Films |
| MAC2202 | Online Journalism | Core | 4 | Digital News Platforms, Social Media Journalism, Web Content Creation, SEO for News Content, Citizen Journalism |
| MAC2203 | Event Management | Core | 3 | Event Planning and Logistics, Budgeting and Sponsorship, Event Marketing and Promotion, Risk Management in Events, Post-Event Evaluation |
| MAC2204 | Organizational Communication | Core | 3 | Internal and External Communication, Corporate Culture and Communication, Leadership Communication, Crisis Communication in Organizations, Employee Engagement |
| MAC2206 | Department Elective 1 (e.g., Visual Communication) | Elective (Departmental) | 3 | Principles of Visual Design, Graphics and Illustrations, Typography Basics, Infographics and Data Visualization, Visual Storytelling |
| MAC2251 | Digital Media Lab | Lab | 1 | Website Creation Tools, Blog Writing and Management, Social Media Content Production, Digital Content Syndication |
| MAC2252 | Film Production Lab | Lab | 1 | Short Film Production Process, Script to Screen Adaptation, Direction Techniques, Cinematography Basics, Video Post-Production |
| MAC2253 | Internship | Core | 2 | Practical Industry Experience, Professional Networking, Report Writing on Internship, Skill Application in Real-world, Professional Etiquette |
Semester 5
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MAC3101 | Global Communication | Core | 4 | International News Flow, Media Imperialism Debate, Cultural Exchange through Media, Globalization and Media, Digital Divide and Access |
| MAC3102 | Media Management | Core | 4 | Media Business Models, Revenue Streams in Media, Media Policy and Regulations, Human Resources in Media, Strategic Planning for Media Houses |
| MAC3103 | Communication for Social Change | Core | 4 | Advocacy and Campaigns, Role of NGOs in Communication, Sustainable Development Goals, Community Media Initiatives, Health and Environmental Communication |
| MAC3105 | Department Elective 2 (e.g., Media Entrepreneurship) | Elective (Departmental) | 3 | Startup Ecosystem in Media, Business Plan Development, Funding and Investment for Media Ventures, Marketing Strategies for Startups, Innovation in Media Industry |
| MAC3151 | Advanced PR & Ad Lab | Lab | 1 | Integrated Marketing Communication, Advanced Campaign Design, Crisis PR Simulations, Brand Building Exercises |
| MAC3152 | Communication for Social Change Lab | Lab | 1 | Social Campaign Design, NGO Project Collaboration, Field Study and Documentation, Advocacy Material Production |
| MAC3153 | Mini Project | Core | 2 | Project Planning and Execution, Research and Analysis, Documentation and Reporting, Problem-Solving Skills, Presentation of Findings |
Semester 6
| Subject Code | Subject Name | Subject Type | Credits | Key Topics |
|---|---|---|---|---|
| MAC3201 | Advanced Media Writing | Core | 4 | Feature and Column Writing, Editorial and Opinion Pieces, Scriptwriting for Various Media, Content Strategy Development, Creative Writing for Media |
| MAC3202 | Digital Marketing | Core | 4 | Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media Marketing, Content Marketing Strategy, Email Marketing Campaigns |
| MAC3203 | Dissertation / Project Work | Core | 8 | Research Methodology, Literature Review and Gap Analysis, Data Collection and Analysis, Thesis/Project Writing, Defense and Presentation |
| MAC3204 | Department Elective 3 (e.g., Sports Journalism) | Elective (Departmental) | 3 | Sports Reporting and Writing, Live Commentary and Broadcasting, Sports Media Ethics, Event Coverage Techniques, Interviewing Athletes and Coaches |
| MAC3251 | Digital Marketing Lab | Lab | 1 | SEO Tools and Analytics, Social Media Campaign Implementation, Google Ads Management, Content Performance Tracking |
