Bachelor of Arts in Multimedia and Mass Communication(B.A.M.M.C)
Introduction
The three-year full-time BAMMC programme, affiliated with the University of Mumbai, offers a holistic approach to understanding the ever-evolving landscape of mass communication. Structured across six semesters, the programme provides students with both theoretical foundations and practical exposure across diverse domains of media and communication.
Students are introduced to a broad spectrum of media platforms, including advertising, journalism, digital and social media, public relations, broadcast media, and filmmaking. The teaching methodology combines lectures with interactive sessions by industry professionals, alumni, hands-on workshops, and field-based projects. Students regularly engage in independent assignments, group work, and classroom presentations, fostering a practice-oriented learning environment. Guest lectures and mentoring sessions by media practitioners and alumni offer students valuable insights into real-world challenges bridging the gap between academia and the professional world.
Syllabus
- Introduction to Indian Media
- Fundamentals of Mass Communication
- Marketing Management
- Financial Literacy
- Visual Media
- Anchoring and Public Speaking
- Communicative English
- Understanding Gender Diversity
- Indian Concepts in Media and Communication
- Co- Curricular Course (CC)
- Introduction to Advertising
- Introduction to Journalism
- Essentials of Public Relations
- Event Management
- Organization and Workplace Management
- Photography Skills
- Content Creation for Digital Media
- Content Writing
- Disaster Management and Sustainability
- Co- Curricular Course (CC)
- Media and Society
- Integrated Communications in Media
- Film Making and Criticism
- Travel and Tourism
- Computers and Multimedia-I
- Advanced Photography Skills
- Hindi-I/ Marathi-I
- Co- Curricular Course (CC)
- Introduction to Media Research
- Media and Popular Culture
- Writing and Editing for Media
- Start-Ups and Entrepreneurship
- Computers and Multimedia-II
- Hindi- II /Marathi-II
- Field Project
- Co-Curricular Course (CC)
- Consumer Strategy and Decision Making
- Brand Management
- Social media and Digital Advertising
- Global Media Systems and Emerging Technologies
- Copywriting
- Field Project
- Community Engagement Project
- Advertising Design
- Market Research and Media Monitoring
- Media Planning and Buying
- Media Laws and Ethics
- Media, Polity and Governance in India
- On-The-Job Training (Internship)
Eligibility
A candidate for being eligible for admission to the B.A. (Multimedia & Mass Communication) program must 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.
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
- BAMMC is a career-oriented Program that provides numerous options for the students in the field of mass communication in areas such as film making, radio jockeying, journalism, digital marketing, copywriting, scriptwriting, branding, advertising or Public Relations.
- The Program helps to develop a comprehensive understanding of media theories, concepts, and practices, enabling critical analysis and interpretation of media content across various platforms.
- The Program enables students to acquire proficient skills in multimedia creation, including audiovisual editing, graphic design, web development, and social media management.
- It aids development of effective communication skills in diverse media channels, tailoring messages to target audiences while adhering to professional and ethical standards.
- The Program builds proficiency in media research methodologies and data analysis to gain insights into audience behaviour, media trends, and campaign effectiveness.
Scheme of Examination
Under the National Education Policy (NEP) 2020, there are 4-credit and 2-credit courses. For 4-credits subjects, the external assessment is of 60 marks while the internal assessment is for 40 marks. For 2-credits subjects, external assessment is of 30 marks while the internal assessment is for 20 marks.
Highlights
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The BAMMC program offers a rich mix of experiential learning, industry interaction, and cultural engagement through the following activities and events:
- Cinematography workshop in association with Sony India. (January 2025)
- Hands-on Workshops on Digital Marketing, Filmmaking, and Storytelling.
- Placement talks and workshops.
- Guest lectures on scriptwriting, radio jockeying, microblogging, advertising research, consumer psychology with industry experts.
- Field visits to Film Studios, Museums, Radio Stations, and Cultural & Art Exhibitions.
- Magazine and Newsletter Publications.
- Guidance sessions in the final-year on higher education opportunities in India and abroad.
- Intra-college cultural and literary activities throughout the year such as author interactions, celebration of cultural festivals, debate, photography and reel making competitions.
- Film screenings followed by discussion.
- Regular mentoring by faculty, alumni and peers
Placement
- In recent years our students have been placed at reputed media companies such as The Indian Express, Saregama India Ltd., 92.7 Big FM, Weber Shandwick, Zee5, Schbang, Zoomin, Social Samosa, among others.
Faculty
- Dr. Rommani Sen Shitak – Course Coordinator
- Dr. Priyambada Choubey
- Ms. Seema Narendran
Contact Person
- Dr. Rommani Sen Shitak