sounak, Author at Adamas University

Framing a green world: B.Sc. (Hons) in Environmental Science

Introduction

The age of the earth is around 4.6 billion years, whereas the age of behaviourally modern man is something around 50,000 years. But in such a minuscule span of time, we have successfully decimated several life support systems ‘sponsored’ by mother earth. We dream of a greener world simply because the greenery signifies photosynthesis, the only naturally occurring biochemical reaction producing bulk O2, without which aerobic life will not survive. Thus, it will not be an exaggeration if we say environment specialists, who can lead us to a greener, cleaner, less toxic, less polluted world, are essential for survival.

This is an undergraduate course (Duration: 3 years) in Environmental Science, offered by the School of Basic and Applied Sciences and the School of Engineering and Technology. Environmental Science is an interdisciplinary domain in the truest sense possible, incorporating almost all known conventional subjects. Primarily it bridges a gap between the subjects of physics, chemistry, biology and engineering and environmental and ecological problems faced by us today. The three-year undergraduate course is divided into six semesters. Candidates should have completed 10+2 or its equivalent exam in the Science stream. It is a tailor-made course for those students who

are willing to specialise in subjects such as pollution management, disaster management, wildlife conservation, ecological restoration, green city management, eco-tourism, environmental journalism, at higher levels i.e. college (for eg in their PG level courses)
have an intense desire to about anything and everything around us, who is inquisitive, have an analytical mind, infused with creativity and scientific thought process.
want to get trained in a fashion so as to see the world with a different lens, where the air, water, the soil is cleaner, a proper balance between economy and ecology is struck, where the humans form an integral part of the biosphere.
love the nature around us, the trees, the flowers, the orchids, the butterflies, the birds, wildlife, i.e. every other living being in the environment, and having an inherent urge for its conservation.
have the ability to think and make decisions in an integrated and holistic way.

Eligibility: 10+2 from any recognised board with Science Background (PCM/PCB)

How is B.Sc. (Hons.) Environmental Science Course Beneficial?

The UG course lays the foundation stones of how to deal with a multidisciplinary subject. How to have a grasp on each of the core subjects while not losing focus on the interdisciplinary theme.
The students will be eligible for admission to PG level courses with specialisation in domains suitable to their capacities and interests.
After successful completion of the course, the candidates can find employment in organisations dealing with environmental problems.
The students can appear for various grad-level competitive become private teachers in schools and after having passed the Master’s degree plus NET exam they can become a permanent lecturer in colleges/universities.
They can create awareness among the public about various environmental issues and their responsibility to keep the natural system in a condition that it sustains life.
The students will be able to apply quantitative reasoning and/or mathematical skills/statistical models to field and laboratory data to address environmental problems.
Use geospatial technologies (including global positioning systems, geographic information systems, and remote sensing) to address environmental problems.
Demonstrate and create awareness of ecosystems in the context of coupled human-environmental interactions.
Competently implement an individual or group scientific project, which may include literature review, experimental design, data collection, data analysis, and reporting.

#Education Plus at Adamas University:

Outcome-based education system.
Interdisciplinary approach to a multidisciplinary subject with transdisciplinary project-based learning.
Unique and unparalleled UG programme, jointly by the School of Basic and Applied Sciences and the School of Engineering and Technology.
A broad range of electives to choose from.
Internship opportunities both in India and abroad.
Industry-Institute integration through projects, visits and dissertations.
Scholarships on merit means and sports excellence up to 100%.
Major boost to sports, creativity & 24×7 vibrant campus with hostels

What are the learning outcomes?

Master core concepts of ecological and physical sciences and their applications vis a vis local and global environmental issues.
Master core concepts of economic, political, and social analysis as they pertain to the laying out of environmental policies and governance.
Appreciate the ethical, cultural, anthropological, and historical context of environmental issues and the connection between humans and nature.
Understand the holistic and transboundary character of environmental problems including plausible interactions across local to global scales.
Understand interactions between social and environmental processes.
Understand the network between citizens, consumers and environmental factors in an interconnected fashion.
Demonstrate proficiency in quantitative methods, qualitative analysis, critical thinking, and written and oral communication.
Master core concepts and methods from ecological and physical sciences and their application in environmental problem-solving.
Experience the collection of field samples, visit and assess the status of terrestrial and aquatic sites, and industry visits.

Internships/Project work

Students will be encouraged and facilitated to take up compulsory summer internships either in the relevant industry or reputed research organizations. Through internships, students can harness the skills, knowledge and theoretical practice that they learn in the classroom to get a first-hand experience of working in the real world. Internship and project work gives a student an extra edge in their career which subsequently enhance their job scope.

Placement & Career Opportunities / Research Opportunities

After obtaining a graduate degree in Environmental Science students can apply for post-graduation studies offered by various universities in India and abroad. Being a multidisciplinary subject with interdisciplinary applications, environmental biologists, environmental engineers, environmental modellers and environmental journalists, almost all possible domains where students can venture out are in vogue. Typical employers include chemical industries, mines, textile and dyeing industry, food processing units, pollution mitigating agencies, urban planning companies, to name a few. They can work in both government and private organizations. After acquiring higher degrees, one can also opt to teach jobs in colleges or universities. The following avenues will also open in the horizon of an Environmental Science (Hons) graduate:

Environment Journalism, Conservation Hydrologist, Environmental Photographer, Waste Management Professional, Disaster Modeler, Wildlife Film-maker, Carbon Trading Specialist.

Here at Adamas University, we address the most important problem plaguing Indian academics, employability. Students ‘partake’ whatever is imparted to them, they become knowledgeable, but finally, when it comes to ‘be there, do it, something which lacks becomes visible. We ensure holistic development so that students not only get a good education but also can be employable. With so many schools in a single campus, Adamas University is the chosen destination for students who want to make a career in a multidisciplinary subject like Environmental Science. Going beyond the curriculum becomes easy when a student going for a diversified career have access to relevant schools. Each student is mentored by a faculty member. Blended learning (physical plus digital) augmented with several field/industry visits, internships, dissertations, Meet the Leaders programme, will definitely bring the best out of each and every student.

A subject not bound by any state or country or continent. The earth needs young bright enthusiastic students like you. The magnitude of the anthropogenic damage that needs to be undone, and the importance of conservation and preservation of natural assets are so important, for our bare survival, the requirement of environmentalists will never wane away. Students from Adamas University have received academic exposure to institutes and universities of global and national repute in various disciplines. Adamas University is among the very few universities offering courses on Environmental Science, where each of the disciplines of this transdisciplinary course will be addressed by the experts. This intense nurturing will be unique so that pursuing career opportunities abroad shall be facilitated.

For further details and enquiry, you can visit the official website of, Adamas University (https://science.adamasuniversity.ac.in/environmental-science).

Should I go for BBA-Dual Specialization?

A major career decision that comes to every student’s life is when a student complete the 12th Board Examination. The first thing that strikes the mind of the parent and the student after the 12th class is what to do next? Only a handful of students have a clear mindset of selecting a particular course, other struggling between choices and interest of their own, parents, other family members and friends. Experts’ views start with your career choice should be your own interest area. A student’s interest area depends upon short factors like a stable future, challenging career, job opportunities, lucrative salaries so on and so forth. I will strongly argue, Batchelor of Business Administration (BBA) IS A GATE TO MANAGEMENT CAREER. It’s rather a wake-up call for the students who are appearing 12th Board Examination can look for a career in Management.

Why Not BBA?

Liberalization, Privatization and Globalization (LPG) and an increase in industrialization lead to more professional, technical jobs than the traditional job markets. Therefore, choices in career options have increased in the last two decades. Besides choices like BA, BSc, B. Com, Medical and Engineering is not only choices in the hands of the students, Batchelor of Business Administration (BBA) emerged as a better career choice, because of professionalism in the working styles of the corporate world.

Educational Eligibility:

BBA is a three-year program split into six semesters, an Undergraduate course offered by different universities and institutions. BBA course aims at preparing for the corporate world by imparting Business Management skills, leadership capabilities, good communication and a soft skill set. Students from Commerce, Science, and Humanities after completion of their 12th class, diploma in Pharmacy also by giving entrance examination of the concern universities and institutes followed by Group Discussion (GD) and Personal Interview (PI) can join into BBA Program. Moreover, BBA foundation progress for those wanting to trial an MBA (Master of Business Administration). However, a common BBA trained you to be well equipped for an MBA. Specialization is also offered in BBA program in the final year such as Finance, Marketing, Human resources, Information Technology, Travel and tourism, Data analytics. Besides specialization, BBA will polish your decision-making abilities, tactical thinking, management skills and policy-making abilities to lead aspirants’ careers in management or business tycoon.

Career Options/ Life after BBA:

BBA will supplement your competencies indifferent management roles like Financial analysts, Marketing and Sales executives, Human resource executives, Operations Management, Business consultant, etc. A BBA degree will also train you to lunch your startup or Government jobs if you do not want to work in the private sector. BBAs are qualified to sit for UPSC civil services, State civil services, Banking services, Railway services, and other administrative services in PSUs, for secure careers too.

Advantage for MBA:

Certainly, a BBA degree will provide you with an advantage for MBA as a foundation course in the same field. Many subjects taught at the MBA level are also offered in the BBA program. BBA can provide a strong foundation with real-life knowledge that holds greater value while seeking for MBA. Those aspirants for BBA if you want freedom & want to be your own boss, more earnings ($$), like to travel new places, interact with people, take responsibilities, BBA can be the right program for you.

The development of India relies on its youth, the future of the youth depends on the education they receive. As the Indian economy leading towards recovery, we require skilled business professionals equipped with domain-specific knowledge who can lead Analytics and Big data, Logistic Management, Financial analysis and services, Aviation management, digital marketing, entrepreneurship & Family Business, International Business, Tourism and Hospitality, Marketing, Finance and Human Resource, Operations management. All that BBA graduates can contribute to the growth of the nation, society and holistic development of thyself.

Why B.Sc. Mathematics at Adamas

“Nature is written in mathematical language.” – Galileo Galilei, Italian astronomer

After completing the higher secondary or equivalent examination, the students need to decide their future career plans. Many students with strong mathematics knowledge cannot decide whether to choose mathematics as their undergraduate study. This is simply because of many misconceptions. Some of the common misconceptions are — mathematics is boring, it is difficult, it does not have a direct link to industry, so fewer job opportunities. In this blog, we explore a B.Sc. (Hons.) Mathematics program and its career prospects which will break the above misconceptions.

About the program:

The B.Sc. (Hons.) in Mathematics is one of the two 3-year undergraduate degree programs offered by the Department of Mathematics at Adamas University. The program follows an outcome-based education (OBE) system with UGC approved CBCS curriculum. Various colleges and universities offer similar undergraduate programs in mathematics. However, a number of aspects of the program offered by Adamas University make it unique.

The curriculum includes all the major mathematics courses, such as Algebra, Analysis, Calculus, Differential Equations, Numerical Analysis, and Geometry etc. as the core courses. In addition, the curriculum includes multiple elective courses, which gives freedom to the students to choose specific subjects of their interests. It also includes a number of state-of-the-art computer programming languages (C, MATLAB, and R) to enhance computer skills. The program also offered a few value-added courses including Design Thinking, Interdisciplinary Projects and few others. The students have the opportunities to gain external exposure through summer internships at various reputed academic institutes and industries. The curriculum includes a project course in the final semester where the students solve research-based practical problems. This helps students develop their research and analysis skills, essential for higher studies and industry jobs. The university provides special training on communication and soft skill development to make the students job-ready. In the final year, the students have the opportunity to appear in campus placement where various companies recruit fresh graduate students. The companies including Hexaware, Empaxis Data Management, TCS, Cognizant, Wipro, Infosys, GoAskNow, Acadecraft, etc. considered Mathematics graduate students for recruitment in the previous years.

To know more about this B.Sc. program, please visit the website https://science.adamasuniversity.ac.in/mathematics/

Eligibility and Admission:

The minimum eligibility for this program is overall 50% marks in the higher secondary from a recognized board or its equivalent exam with Physic, Chemistry, and Mathematics as essential subjects. In addition, the university conducts entrance tests called AUAT (Adamas University Admission Test) as part of the admission process. An eligible candidate who wants to take admission to this program has to fill an online admission form available on the website of the university (www.adamasuniversity.ac.in). The final admission of a candidate is processed after the selection of the candidate.

Career Opportunities:

Studying Mathematics opens a wide range of opportunities in different fields. After completing this undergraduate program, students can opt for higher studies, jobs in academic sectors, civil services, as well as in industries.

The students having a desire for higher studies can further pursue M.Sc. in Mathematics/Statistics, Integrated M.Sc.-Ph.D, B.Tech, MCA, MBA, B.Ed programs. To get admission in M.Sc. or Integrated M.Sc.-Ph.D programs in reputed institutes, one needs to qualify the competitive exams like JAM (for IITs, NITs, IISc etc.), TIFR Graduate School Admission test (GS), etc. Our curriculum is designed to cover the syllabi of all these competitive exams.
The B.Sc. degree is a gateway for employment in any government or private academic institutes, such as schools, colleges, universities and other institutes. The graduates can start private coaching or teach in various existing coaching institutes.
In the present era, online teaching-learning platforms are in high demand. Having a bachelor degree, one can work as a content developer/presenter in these online teaching platforms.
Competitive exams for most government jobs require a strong base of computing and logical reasoning. So, mathematics graduates have great advantages. In addition, a bachelor degree is essential to appear in several exams for employment in government as well as public administrations.
Mathematics graduates have great opportunities in government and private banking sectors, finance, investment, insurance, and risk management. For the recruitments, public sector banks take the IBPS exam each year while SBI and RBI have their own exams. These exams are mostly based on mathematics and reasonings which will be easier to crack for the mathematics graduate students.

In conclusion, the present B.Sc. (Hons.) in Mathematics program is designed to accommodate a blended curriculum and multiple value-added courses to make the program interesting, understandable, and compatible with the needs of the present trend in academics and the job market.

Marketing Analytics- A New Domain of Management Professionals

Introduction:

In the current context, it is a very challenging task for students to choose the right career for their future. The job market is very much volatile and changing its nature very fast. If we look into management studies, it changes the whole shape from its traditional mode to modern mode. With the help of new and updated technology, philosophical ideas converted into fact-finding concepts. There are various dimensions of studies that emerged and offering opportunities to the students to work in diversified fields. Most of the educational institutions are design their program looking into multidisciplinary in nature. In this competitive scenario, after graduation students have a tendency to join in professional courses and MBA in Business Analytics is a program where we noticed a huge demand in the market.

The word analytics has come into the foreground in the last decade or so. The proliferation of the internet and information technology has made analytics very relevant in the current age. Analytics is a field that combines data, information technology, statistical analysis, quantitative methods and computer-based models into one. These all are combined to provide decision-makers with all the possible scenarios to make a well thought and researched decision. The computer-based model ensures that decision-makers are able to see the performance of decisions under various scenarios.

Analytics overview:

Marketers were firmly dependent on the market information and research outcome from their market for taking their business decision. But in today’s world, there are massive forces of information from different angles and each one has its own potential. It is quite difficult for marketers to look into each area with normal eyes and that lagging behind their failure. Business analytics is a process of using data to make better marketing decisions. It helps business personnel to understand the dynamics of their business, anticipate business market shifts and following risks. When a marketer takes any kind of business decision, the ultimate goal is the outcome of this decision. To do that there is a need for judgment of past activities and if they do certain changes in current and future what could be the outcome. In front of marketers, there is a challenge to match these three and the direct and indirect effects on the market outcomes. There are three types of analytics to understand business functions; these are descriptive, predictive and prescriptive analytics. In descriptive analytics helps the market to understand to what happened in the past and it gives alerts to marketers on the ground what action is needed to minimize the negative bubble. In predictive analytics is the most important tool in front of analysts to identify what will happen next and what if we try this and these two questions solve by predictive models and randomized testing. . This is a very vital part of each and every marketer to predict the outcome and design the marketing plan and policies based on that. Suppose if we reduce the price of a product can it be helpful for increase customer buying habits or else if marketer increase price, promotion through different media or reduction in some content what could be the market effect. The major advantage of analytics is to handle the market data that comes from different sources and it makes a clear distinction between past, current and future trends which help the marketer to forecast consumer behaviour before it takes place and their trends. It directs to predict what customers want, marketers can be much more proactive, upselling products, creating long-term relationships with consumers and determining market shifts before rival brands.

Therefore we can summarise that analytics are.

Data-driven market prediction and decision.
Gives alerts marketer based on past records (Descriptive analytics)
Help to take decision looking into current trend and policy implementation (Predictive analytics)
Helps to identify best possible opportunities through trial and error ( Randomized effect)
What the best that can happen (Prescriptive analytics)
More focused decision making by using different characteristics of market/ consumer data
Help to do better and prominent business forecasting.

Major Functional areas of Analytics:

As we know day by day the role of analytics is increasing in different parts of the business and large corporate also started to apply their decision-making process by using analytics and it seems that this process is much more efficient than the traditional way of prediction and precautions in business decision. The major areas, where marketers are more focused are the development of branding in terms of brand personality, brand equity and brand architecture because these three elements are very much crucial for the market to continue long-run market surveillance and development and it is a continuous evaluation done by the business houses as they deal with the different product line and most of the large corporate believes in individual branding. The other area where marketers are more concerned is customer management, if we look at all the marketing functions like product design, price strategy, distribution system, promotional development, customer service all are major parts of managing customers and retention of customers. It is a very sensitive issue in front of marketers to take decisions in an effective manner. In this sense, companies are using analytics to enable faster and fact-based decisions making and in the modern-day. Marketers are doing better prediction in their business with modern tools of analytics like artificial intelligence and machine learning. In fact, there are so many researchers who proved that using analytics or data-driven decision making helps the organizations not only make better strategic decisions, but also enjoy high operational efficiency, improved customer satisfaction, and robust profit and revenue levels.

Career options of Analytics for Management Professionals:

Analytics is a course that covers a broader area of operation stating from different programming languages like R, Python, Hadoop, and Text analytics which work as better predictors to identify the market problems and provide justified solutions. It is no doubt to say that there are huge market demands of analytics in each and every section of the business. Presently, industries are running shortage of analytical people. Therefore it is a new domain for business professionals to excel in their careers like as a marketing Manager, Financial Analyst, Personal Financial Advisor, Operations Analyst, Supply Chain Analyst, Business Analytics Specialist and Management Consultant. So we can conclude that Marketing analytics is a prominent field of study where market opportunities are huge.

Career as Biomedical Engineer

What is Biomedical Engineering?

Biomedical Engineering is a blend of traditional engineering, expertise to analyze and solve difficulties in biology and medicine, providing an overall enrichment of health care. Generally, Students select this Engineering stream to be of service to people and to contribute to the excitement of working with living systems. Studying  Biomedical Engineering  at Adamas University has been a fascinating combination of two passions: the incredible complexity that is the human body and the amazing world of Physics and Maths. Biomedical Engineers work closely with basic scientists, traditional engineers, and health care specialists including physicians, nurses and technicians, and may be called upon in a wide range of capacities: to design instruments and devices, to provide knowledge for developing new procedures or progressing scientific research, or to conduct research needed to solve clinical problems.

Where do Biomedical Engineers Work?

Biomedical Engineers are hired at universities, in industry, in hospitals, in research facilities of educational and medical institutions, and in government regulatory agencies. Often they serve as a directing or interfacing function, using their background in both the engineering and biomedical fields. In industry, they may create designs where an in-depth knowledge of both living systems and of technology is essential. They may be involved in performance testing of new or planned products. Biomedical Engineers may offer advice on the selection and use of medical apparatus, as well as supervising its performance testing and maintenance in the hospital. They may also build modified devices for special health care or research needs. In research institutions, Biomedical Engineers administer laboratories and equipment, and participate in or direct research activities in collaboration with other researchers with assorted backgrounds in medicine, nursing, biology and chemistry.

Areas of Biomedical Engineering:

Some of the deep-rooted speciality areas within the field of Biomedical Engineering are as follows.

Bioinstrumentation: This is the application of electronics and measurement principles and techniques to advance devices used in the diagnosis and treatment of disease.
Biomechanics: It is applied to biological or medical problems. Advancement in biomechanics has invented the artificial heart and replacement heart valves, the artificial kidney, the artificial hip, as well as built a better understanding of the functions of organs and musculoskeletal systems.
Biomaterials: This describes both living tissue and materials used for implantation. Understanding the properties of the living material is important in the design of implant materials. The choice of appropriate material to place in the human frame may be one of the most challenging tasks faced by the Biomedical Engineer.
Systems Physiology: This term is used to define the characteristics of Biomedical Engineering in which engineering techniques, strategies, and tools are used to gain a complete and combined understanding of the purpose of living organisms ranging from bacteria to humans.
Clinical Engineering: This is the application of technology for health care in hospitals. Clinical Engineers are responsible for developing and maintaining computer databases of medical instrumentation and equipment records, and for the buying and use of sophisticated medical instruments.
Rehabilitation Engineering: This is a new and budding speciality area of Biomedical Engineering. Rehabilitation Engineers magnify capabilities and advance the quality of life for individuals with physical impairments.

About the Program:

The structure of Engineering in Adamas University allows for one general year before specializing in the second year. General first year allows the students to explore both the Mechanical and the Electrical and Electronic side of Engineering, giving an introduction to Computer Science, as well as an opportunity to contribute to a global student project competition. Our students gain the skills and knowledge needed to solve problems that directly affect the quality of life of all human beings. This can be achieved through coursework taught by our excellent faculty and through hands-on research experiences. Whether a student is looking for an exciting career, thinking about graduate school, or planning to start his own biomedical company, a degree in Biomedical Engineering from Adamas University will help him to reach his goal.

Future demand for Biological Engineers:

Biomedical Engineering is the next big thing. According to the United States Bureau of Labor Statistics, “Employment of biomedical engineers is expected to grow by 62 per cent from 2010 to 2020, much faster than the average for all occupations. Demand will be strong because an ageing population is likely to need more medical care and because of increased public awareness of biomedical engineering advances and their benefits.” This growth is much rapid. Specific growth areas cited in the above-mentioned report highlighted computer-assisted surgery, cellular and tissue engineering and orthopaedic engineering. It is clear that the demand for Biomedical Engineers will continue to grow, which increases the value of a Biomedical Engineering degree from Adamas University.

M.A. IN JOURNALISM – ADAMAS UNIVERSITY’S TRYST WITH THE FOURTH ESTATE OF DEMOCRACY

“Journalism is what maintains democracy. It’s the force for progressive social change”, and so said the American polymath Andrew Henry Vachss. He couldn’t have been any more accurate. As we grapple with the uncertainties of Covid-19 and a countrywide volatile political atmosphere, fair and free journalism seems to be all the more important. While the second wave of the deadly disease has crippled the country, it is the untiring efforts of the journalists on the field that is keeping the collective spirit of the citizenry up and running. Not only does honest and objective journalism fulfil the informational needs of people, it also keeps a tab on how the power corridors are functioning.

However, journalism, as it should be, is both a craft and an art. It can’t be practised in a vacuum. Journalists need to follow a certain trajectory in their effort to present the truth in front of the world. With technology ruling the roost, journalists are expected to be conversant with using technological aids in bringing out news from the farthest corners of the country. In very simple terms, journalists need to be trained in the art and craft of the profession. Subject to the infusion of specializations in journalism over the past half a century, journalism has metamorphosed into a course of study. This is where universities and institutes with specialized programmes on journalism come in handy. However, like everything else, the quality of the offered programmes largely determine the quality of eventual journalists, who complete the programmes.

It has been observed that most of the journalism programmes offered by different universities and institutes in the country have largely failed to produce quality journalists, who can meet the needs of the industry. Except for a few selected ones, either the programmes are overburdened with irrelevant theory components or they have forgotten the social orientation of journalism as not just a profession but a social service as well. With a clear comprehension of the resultant gap that has been created and to bridge the gap, the Kolkata-based Adamas University, which has been voted as the best university in eastern Indian by two leading industry bodies including the ABP group and ASSOCHAM, has introduced an industry-ready postgraduate programme in journalism. Christened as Master of Arts (M.A.) in journalism, the programme has a decided emphasis on creating quality journalists.

If we look at the evolution of journalism over the past decade or so, we shall be able to appreciate that the new media has taken over completely and journalistic storytelling has seen a transformation. Platform-agnostic and multimedia storytelling is the order of the day. In keeping up with the same, the flagship programme launched by the Department of Journalism under Adamas University has the following distinguishing characteristics:

Convergence Is the Key: There is a growing consensus that different media platforms are gradually merging with each other. Hence, the practice of segregating journalists on the basis of platforms (like print journalists, broadcast journalists and the likes) has become redundant. Contemporary journalism demands the capacity to seamlessly tell stories across platforms. Most of the news organizations in the country today have a presence across platforms – one great example could be the Bennett Coleman and Co. Ltd.). Thus, the same journalist will write a story for the newspaper, capture videos for the television channel, write a small mobile update and prepare a comprehensive multimedia news package for the portal. Adamas University’s journalism programme considers convergence as its guiding light. The curriculum, which follows the internationally accepted Bloom’s Taxonomy, has also been prepared keeping the same in mind.
Mobile Journalism or MoJo Is the Future: Adamas University appreciates the fact that the next decade would belong to mobile journalism. As the world turns towards mobile devices for the collection, production and dissemination of news, the programme emphatically incorporates multiple courses and modules on mobile journalism. The recent turn towards the juxtaposition of texts, photographs, audio clips, videos, graphics and animation to tell journalistic stories has shifted the balance in favour of mobile and cellular devices. This has had a significant impact on journalism as a whole. Adamas University’s journalism programme has been designed keeping this sharp turn in mind.
Academia-Industry Interface Constitutes the Defining Element: Journalism education needs to necessarily incorporate recent industry practices so that it stays relevant. Adamas University ensures that industry scions deliver specific sections of the journalism programme so that the trainees are in tune with the recent developments. The faculty members are also encouraged to practice what they teach so that the trainees become industry-ready when they pass out.
A Decided Emphasis on Field-Based Learning: Unlike many other programmes that are offered across the country, the M.A. in Journalism programme, offered by Adamas University, ensures that the trainees are taught the nuances of field-based reporting. While technology-mediated processes are taught to the trainees, the trainees compulsorily need to go through the drills of field-based reporting, which is probably the defining part of journalism with the platform being no impediment.
The Focus on Relevant Pure and Applied Research: As it is, the research skills of some of the contemporary journalists are suspect. Therefore, Adamas University ensures that its postgraduate journalism trainees are taught the intricacies of objective and relevant research. Not only are trainees introduced to industry research, they are also introduced to pure and conceptual research. Both primary and secondary data collections are taught to the trainees.
Ethics Is the Pedestal on Which Journalism Stands: With fake news, paid news and other journalistic evils casting a shadow on the credibility of the profession, the importance of ethics has been reemphasized. Thus, the postgraduate trainees of journalism at Adamas University are sensitized to their extremely important social responsibility – that of remaining true to their respective audiences. With clickbait sensationalism becoming the order of the day, political biases and corporate interests have established their primacy over-reporting propriety. In the given scenario, Adamas University ensures that the postgraduate trainees maintain objectivity and fairness in their practice when they graduate.
An Entrepreneurial Mindset Is of Essence: The postgraduate students of journalism at Adamas University are compulsorily introduced to entrepreneurship so that some of them can end up as job givers and not just as job seekers.
Interdisciplinarity Is Critical: While devising the curriculum for the postgraduate journalism programme at Adamas University, an emphasis was given on developing the interdisciplinary skills of the trainees so that they have a 360-degree view of the world in front of them.

To sum up the discussion, Adamas University invites curious young graduates with the tenacity to serve society to join its M.A. in Journalism programme. The university is sure that the journey would be a memorable and rewarding one for the prospective trainees

Social media advertising: Creating recruitment opportunities for skilled professional

COVID-19 has contaminated almost the entire human establishment leaving some minor areas with minimum damages. The damages are not only on physical health but the virus has also affected our cognitive side. People are forced to stay indoors and quarantined where instead of our regular socialization which gradually became one of our preliminary needs. Like we cannot think of leaving without food, water, shelter, and clothing on daily basis, socialization was part of our regular activities. COVID-19 with its double hit restricted our social needs and forced us to stay quarantined for months. Researchers have predicted such mental fatigue which we might encounter during this quarantine period and also recommended a host of remedies to overcome them. Many of the remedies recommended investing more time in productive works like reading, writing, and developing personal skills. This will not only divert our attention towards productive activities but also keep it rooted so that we do not get frustrated or hopped around aimlessly around the corners to imbibe negative energies.

The advertising industry is also facing challenges to sustain. COVID-19 forced many organizations to reduce their budget on marketing and promotion including a major cut on the advertising expenditure. The reason behind such drastic changes is the production and operations of many industries were forced to be restricted on multiple levels, leading to a reduced budgeting for running fixed and variable expenses. While the advertisement has always been a great strength and part of promotional strategies, an organization that has online presence is bound to promote their brands on the social media platforms, making social media advertisements an integral part of the promotional strategies. Increasing interest and involvement on social media unlocked the doors to reach out to a large number of people at from different parts of the world. Similarly, the Return on Investment (ROI) is also being calculated based on the performance of social media advertisements to keep a track of the digital campaign. There are multiple advantages to promote the content of social media like for example, Facebook has the following prominent benefits:

Facebook is a free social media platform to subscribe and use (though some services require investments). 
One an account is activated and promotion starts, it gets the opportunity to be discovered by the other users who are searching for similar products or services.
Facebook provides a friendly environment that helps users to easily be in touch with each other and also maintain a healthy relationship among them.
Facebook provides the option of creating communities to facilitate the brands to share their information.
The platform often comes handy when generating leads for their business.
Facebook makes personalizes communication easier for the users to design and serve it to the targeted one.
Through Facebook, the process of feedback to answer the complaints and grievances becomes faster and more effective.
Facebook allows us to share multiple types of content in innovative forms to attract consumers.

The following benefits can also be utilized through a Facebook page:

A Facebook page allows multiple interactive activities like following, sharing, liking, inviting friends to drive the traffic towards the page to increase its reach.
Email address, website link, postal address with the location map can be added to a page for better navigation. On a business page, the opening and closing hour details can also be added for physical store locations to help out the consumers.
A Facebook page can also host job postings to attract suitable candidates for their organization.
While managing all the activities of a page can be challenging for one person, Facebook allows to disseminate the responsibilities among people with multiple altitudes like “Admin”, “Editor”, “Moderator”, “Advertisers” and “Analyst”.
All the Facebook pages are by default accessible to all the uses, making it easily searchable.
A Facebook page allows us to put details of the product or services to make the search easier and narrower.
The privacy features in Facebook make the information shared on the platform secure while ensuring the free flow of information to the target sections.
The algorithm helps the users to easily mage and controls their pages.

The usage of a Facebook page varies for different purposes and can broadly be categorized into the following categories:

Local business or place
Company, organization or institution
Brand or product
Artist, band or public figure
Entertainment
Cause or community

Investing in social media advertising might be a clever option especially during this global pandemic when most of the traditional mediums are going low with the advertisement expenditure. While the cost of promotion on social media platforms is relatively lower and flexible, the platform allows even small and micro-scale entrepreneurs to publicize their products and services. There are tracking mechanisms to trace the reach and impact of the advertisements on social media to evaluate the performances which is a difficult task for outdoor advertisements.

Career Opportunities

While social media possess extreme benefits for businesses to promote their products and services online, an expert with such knowledge become high demandable to the organizations who are looking for ways to improve their business using social media promotion. These businesses often offer the jobs roles like social media managers or strategies for the desirable candidates to utilize their talents to bulk up their business volumes.

Career opportunities in Advertising Industry: A blend of Creative and Strategic Skills

Introduction 

Advertising is the art of conveying creative messages to audiences. In other words, we can say it’s a paid information blended with innovative ideas to influence the customers with strategic planning. To add on to that once Jef. I. Rechard said, “Creative without strategy is ‘art’. Creative with strategy is called ‘advertising.” Advertisements are an integral part of daily lives, one can skip them but can not ignore them. According to research, an average consumer sees up to three thousand ads per day. Advertising plays a crucial role to promote any business be it a product, service, or disseminating any idea. The several modes of advertising are Newspapers, Magazines, Television, Radio, Mobile Phones, Hoardings, and the most important Internet especially various Social Media Platforms. Through advertising, the seller imparts information about any idea to peruse its customers and target audiences. The various advertising formats are Print ads such as Leaflets, Hoardings (Out of Home ads), Newspaper or magazine prints, and in the electronic format’s live storytelling mode (Feature ads), Audio – Visual ads (TVCs), Audio advertising, GIFs, etc.

Advertising is one of the important department of any industry or any government or non – governmental initiative that ensures the industry’s competitiveness and spreading awareness in the corporate setup. The main objective of advertising is to encourage the promotion or sales of the advertiser’s product. Advertising creates the framework of audiences’ minds, individual and collective impressions in the favour of the advertiser’s interest. 

Growth in Advertising Industry

According to a report by ‘Business Today,’ the Indian advertising industry is expected to grow 10.8 percent to reach Rs. 62,577 Crore by the end of this year. The rapid growth of digital advertising witnessed huge growth in 2020 due to pandemic and as per the Dentsu Digital Report, this industry is expected to reach Rs.70,343 Crore by 2022. The Indian advertising industry is all set to provide quality jobs in the fast-growing financial system. The specialization engages the creative and strategic talent in the Industry by providing different types of careers. The growth of the advertising industry is highly dependent on the dispersion of various media platforms such as Print, Electronic, and Digital Media. India, with its developing economy and provides abundant opportunities to new talents and creative minds to promote various campaigns for different products and services. Not only global or national media hubs but regional market and vernacular media markets also generate huge demand for strategic and creative advertising by professionals. 

Skills required to outshine in Advertising Industry 

For any aspirant who wants to pursue advertising as their career option, then one has to be creative to bring up outstanding ideas to disseminate the information to the audience. Working for an advertising concern needs one to have communication skills, the ability to understand customers’ minds, reasonable knowledge of media trends, problem-solving attitude, ability to take criticism, designing, and technical skills. There are many universities, institutes and colleges are offering many degrees, diplomas, and specializations in Advertising and Communication Management.

Job opportunities in Advertising Industry 

The fast-growing advertising industry creates various job roles. The new-age ad world goes beyond conventional methods. For conventional and non – conventional advertising and planning, the Industry require well-trained professionals. The ad world industry is very highly creative and strategically dynamic. The job opportunities are diverse and specialization-based into various subdivisions. They offer various positions in the field of creative, art, production, media planning, client servicing (accounts), and research. The aspiring candidates of advertising may opt for these positions as per their interest and specialization. The various job titles offered are:

Copywriter and Illustrator – Copywriters are the creative entities of any advertising concern. They conceptualize the idea from the creative team and write it down aligned with the concept. The illustrator creates the layout (storyboard) of the advertisement concept. The format can be anything like print, audiovisual, radio, or digital ads and this is the person who is responsible for the entire text/ words which will be used for advertisement. When we recall the slogan “Kuch Mitha Ho Jaye” then Cadbury floats in our mind, also like “Dag Ache Hain” for Surf Excel.

Media Researcher – The research department provides the details of audience demographic and psychographic details to the media planner. The research professionals are from different professional backgrounds such as communication, statistics, sample techniques, psychographics, sociology. The various job titles are Public Opinion Researcher, Executive Research Adviser, Associate Media Research Director, etc.

Creative Director – The creative director and the subordinating team design and conceptualize the whole idea of the advertisement. The creative department consists of copywriting and art departments. The same way Art Director and team visualize the idea of the campaign. 

Account Planner – The account planner and the Account planning team is involved in strategic planning like selecting clients, budgeting, selecting the right media for advertisement, discussing with clients and the market research team. The positions related to this profile are account service assistant, account executive, senior account executive, and accounts supervisor or accounts manager.

Adverting Media Planner – Media planning is one of the most important departments, wherein media planners help the ad agencies to choose the best outlet or medium to reach the target audiences. They plan, schedule, purchase the space from print media and OHH (Out of Home) ads, time from electronic media, and slots and positions from digital media (internet).

Client Service Executive/ Manager – They are the most crucial people between an advertising agency and the client. They act as mediators between external and internal departments in an organization. They analyze the requirement of a client and the delivery of the creative department. 

Apart from the above, many other career avenues enhance the advertising industry such as Digital Marketing, Graphics Designers (Graphics, Photoshop, and Illustrator), Social Media Marketing, Search Engine Optimization experts, business development managers, and so on. 

Media students are mostly looking forward to various print and electronic media channels. The best of creative minds with strategic aspirants seek opportunities in advertising and planning giants such as Leo Burnet, RK Swamy -BBDO, Rediffusion Dy and R, Lintas India Ltd., Ogilvy & Mather Ltd, and Mudra Communications Ltd. The global impact of Indian creativity is noticed and appreciated worldwide. The Indian Advertising agencies are handling national and international brands and are providing numerous opportunities to new talents with a blend of creative skills and strategic thinking. That’s the reason father of modern advertising David Ogilvy said, “In the modern world of business, it is useless to be creative, original thinker unless you can also sell what you create.”

Opportunities of Career Building in Commerce Domain

Commerce is a branch of business. As per James Stephenson, Commerce is called a very useful organized system mainly meant for exchange of goods & services among all the members of the industry globally. It generally includes all activities which are involved in exchange of goods and services in consideration of money. It becomes the backbone in formation of the market as well as the economy of the organization and the nation. According to one of the Aptitude tests conducted by “The Maharashtra State Board of Secondary and Higher Secondary Education” for Secondary School Certificate, it showed that more than 17, 36,100 students throughout the state took the online aptitude test, out of which 21% of students showed interest in commerce education. It is highest in all technical and non-technical courses.

Some often statements we had come across earlier:

Average students who do not get a seat in Science, go for commerce”
“In Commerce stream, limited career scopes is seene.g.:B.Com, M.Com, Chartered Accountant and Company Secretary”
“Only students who are having family business should go for commerce”

The above statements are only some ideas that used to prevail in our society that convinced parents, relatives, and friends to believe which was not based on any truth.

However, in reality, the commerce stream just like science, or humanities opens up many directions and career-building opportunities for a student. Commerce stream is emerging as one of the demanding study options among the students. A commerce student is seen as a significant and valuable asset in an organization due to their knowledge of practical business activities

Careers for Commerce students:

Teaching

Teachers have the capability to make leaders of the future in the best possible way for the societies, and to build positive, encouraged, and inspired coming generations and therefore shape society, both locally and globally.
If we consider teaching, we will find that it is a remarkable option for a career aspirant.
After completion of graduation, one has to either pursue a bachelor’s in Education (for school-level teaching) or go for higher studies i.e Masters, and thereafter qualify for the National Eligibility Test for university-level teaching.

Chartered Accountancy

Commerce students have a beautiful career option in course of Chartered Accountancy. It is a globally recognized professional course run by the Institute of Chartered Accountants of India (ICAI).
A Chartered Accountant deals with different sorts of domains of business eg: Audit, Investment, Taxation, Finance, etc. with a view to increasing the profitability of the organization.
Students have to pass the entrance examination i.e., Foundation Course after completion of 12th standard. It will be followed by IPCC, Articleship, and lastly final year examination.  
Candidates have the option to go for professional opportunities in government or private organizations. They can also go for private practice after gaining a few years of experience.

Company Secretary

The course ‘Company Secretary’ is a professional one governed by the ICSI.
The Company Secretary is taking care of the skilled administrative activities of a company. They ensure legal and statutory compliance by the organization. They also look after governance-related issues like proper implementation of the decisions of the board of directors.

Cost and Management Accounting

Cost and Management Accountants are skilled professionals dealing in Cost management, performance evaluation, and asset management, budgeting of an organization.
It is a certificate course conducted by ICAI.
They work together with corporate executives for preparing the financial plan & strategy of the companies.

Stockbroking

One of the most trending career options that gives self earning capability to students

Stockbroking is buying and selling of stocks, securities, etc. in the financial markets namely Nifty and Sensex. 
Stockbrokers have to manage investments in stocks, mutual funds, bonds, and derivatives on behalf of their clients.
They also advise them about market fluctuations.
Stock Broker can work in any organizations like brokerage firms, investment banks, insurance companies, etc or and can work as an independent broker after gaining a sufficient experience

Entrepreneurship

A student can also set up their own business, referred to as a start-up.

Banking

Students who are from a commerce background have good opportunities for jobs in the banking sector also– clerk, probationary officer, specialist officer, customer relationships officer.

Insurance

There is also good scope as working as an insurance agent. An insurance agent can get a promotion with good skills of communication, motivation, and connectivity with society. Insurance jobs may be available both in the government as well as the private sector.

Self Profession/ Business

A commerce student, having knowledge in Accountancy, Costing, Law, Finance, has a better idea in dealing with Business activities such as filing of Income tax returns, GST return, making vouchers, costs calculation and overall idea in the contemporary financial markets.

However, no stream can help any student to excel in a career if there is a lack of determination, sincerity, and hard work. 

. “AMBITION is the first step towards achieving success, second step is ACTION!”

Master of Pharmacy, Pharmaceutics: A Guide to Potential Drug Delivery

Pharmaceutics-What this deals with?

Pharmaceutics is a specialization of pharmaceutical sciences that deals with the science and technology of delivering therapeutically efficacious entities to the body through the various courses of actions and strategies intended to evoke the desired therapeutic efficacy. Knowledge of the same enables researchers to transform a probable drug candidate into a potential medicine that can be administered to patients safely and conveniently.

Keeping in view, the need to generate skilled and efficient pharmacists, the School of Pharmaceutical Technology (SOPT) was established by Adamas University at the Adamas Knowledge City on Barasat-Barrackpore road. SOPT was set up with a vision to create and spread knowledge leading to quality healthcare professionals. The purpose of the university and the school is to provide leadership in pharmaceutical sciences and related areas. The Master of Pharmacy (M. Pharm), Pharmaceutics program will be introduced in SOPT from the upcoming academic year keeping in view, the need of imparting and advancing the knowledge related to the science and technology involved in producing efficacious dosage forms and to produce pharmacy professionals meeting global standards.

Our objective revolves around maintaining education, extension and research to the highest standards with an aim to generate a community of students enriched with wisdom by means of inculcating knowledge, skills and building the right attitude thereby, leading to the creation of a sensitive and responsive society which abides by the ethical and moral values, acts in a logical and rational manner and advances in peace. Our aim is to generate a workforce of efficient and skilled pharmaceutical technologists who will have wide recognition and acceptance for their technical skills, quality of work and mannerism of hard working.

Instead of monotonous classroom lectures, we favour the creation of adequate opportunities for the students to apply their concepts, investigate and learn. We ensure the organization of various classes related to professional and personality development on a regular basis, seminars and workshops, guest lectures and webinars for our students, annual student exchange programs with foreign universities. Our success not only lies in the outstanding achievements of our students with respect to academics but also when they receive university ranks and receive awards in poster and oral presentations, compete with efficiency in various competitions at the state and national levels, publish research articles, receive scholarships and pursue higher studies. Our students always look forward to extreme dedication and excellence.

The growth of any nation and society is determined by the extent of its industrialization and progress with respect to its economy. Complying with the advancement of technology in the modern era, SOPT has included M. Pharm, Pharmaceutics program to support the creation of proficient and trained pharmaceutical professionals through various areas such as performing research, making project reports, scientific writing, oral and poster presentations in various conferences/seminars, writing of research and review articles, skill development, taking challenging growth-oriented tasks instead of waiting for conventional jobs, etc. This will promote the development of our nation and will also curb the existing unemployment problems.

Program Highlights:

Realizing the need of pharmacy in healthcare and the role of the pharmaceutical industry with respect to the economic front of the country, SOPT will be starting the M. Pharm, Pharmaceutics program under the umbrella of Adams University. The two-year M. Pharm, Pharmaceutics program provides ample opportunities to grab theoretical and practical knowledge on various conventional and modern drug delivery systems. The program also enables the students to acquire research-based knowledge on drug delivery and inculcate the research mindset in them.

What is the Eligibility Criteria for Admission?

A candidate must have passed Bachelor of Pharmacy (B. Pharm) or equivalent with a minimum aggregate score requirement of 50% or more.

Objectives:

To provide sufficient knowledge on drug delivery systems.
To equip the students with necessary practical skills.
To provide necessary assistance to perform research in the pharmaceutical field.
To motivate the students to participates in seminars/guest lectures/workshops / industrial visits.
To educate the students in the process of writing research and review articles.
To foster collaboration of SOPT with industries and foreign universities engaged in pharmaceutical research.
To catalyze and promote skill development to face global challenges.
To mentor and guide the budding research scientists on different areas like preparation of project reports, getting project approvals from different funding agencies, etc.

What are the Thrust Areas of Research?

The research activities of the Department of Pharmaceutics focus on formulation science and drug delivery with particular emphasis in the following areas:

Novel drug delivery systems such as sustained and controlled release formulations.
Solubility and oral bioavailability enhancement using polymer and lipid-based approaches.
Nanopharmaceuticals based drug delivery such as nanovesicular, polymeric nanoparticles and lipid nanoparticles, etc.
Site-specific delivery and targeted nanoparticles of therapeutic drugs.
Application of Quality by Design (QbD), statistical design and 3D-printing technologies in drug development.
Exploration of plant-based biopolymers as excipients for developing different drug delivery systems.
Buccal and transdermal drug delivery systems.
In vitro and in vivo assessment of conventional and new drug delivery systems.
Biopharmaceutics and pharmacokinetic analysis incorporating bioavailability and bioequivalence studies.