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MICAA dIAlogue wIth A prospeCtIve student
www.mica-india.net
MESSAGE froM thE DirEctor
It gives me great pleasure in introducing to you MICA’s admissions brochure. MICA is
in a process of rejuvenation and is placing itself as one of the foremost communications
management schools in the world. India is one of the fastest growing economies in the
world and it needs smart students who can change the face of its business activities,
once they graduate.
this unique programme combines high-level inputs with international immersion at
universities around the globe. the learning in the course takes place in many different
ways so that the students get a good idea of the challenges facing the global economy.
the intellectual capital available at MICA provides a challenging environment for
prospective students to sharpen their skills to meet current and future industry
requirements in the field of communications management. we also research actively
and this research informs our curriculum design and execution.
I join the MICA community in inviting you to read through the brochure, which
addresses many of the typical questions that may arise so that you can become one of
the individuals who we hope to develop into a well-rounded, creative and experienced
leader of the future. we look forward to welcoming you to MICA very soon.
Prof. Ashok ranchhod
oUr ViSioNto be the pre-eminent
communications management school
oUr MiSSioNto be a global leader in researching, educating,developing and practicing the art and science of communication for the betterment of humanity.
MICA
“i am in the final year of my graduation in Arts/commerce/Science/Engineering. What options do i have if i want to join a management school?”
if you are looking beyond business school you must
consider the fast growing area of communications
management. We recommend MicA to you.
“is MicA not an advertising school, or a mass communications/journalism school?”
MicA is a Management institute, offering programmes
in communications Management.
“What’s that?”
MicA is the institute where you learn all the
foundation courses in management. You also learn
how to apply these principles to all communications
driven businesses. Name one business today which
does not need communication!
Mahatma Gandhi moved the entire nation, how did
he manage it?
the Bolshevik revolution – it started with
only four people. how did they manage to motivate
the whole nation?
how is that the world knows as Nike?
they did so with effective communications.
MicA offers knowledge and skills of communications
Management.
“ok… tell me, in what businesses can i build a career by learning communications Management?”
Brand communication, Advertising Management,
Media Planning and Strategies, Marketing research
and Data Analytics, Public relations, corporate
communications, retail and Design communications
and NGo Management. Now-a-days every business –
from pin to piano – needs to communicate.
“hmm… but tell me what subjects will i learn at MicA?”
Let us see the courses and subjects offered at
MicA and you can compare them with leading
management institutes...
General ManagementIndividual dynamics
Interpersonal and group dynamics
organizational Behaviour and dynamics
Finance and Accountancy
Business ethics and policy
Managerial economics and decision sciences
strategic Management
IBIZsIM
Marketing ManagementMarketing strategy
retail Management
product and Brand Management
services Marketing
relationship Marketing
sales and distribution Management
International Marketing
return on Marketing Investment
rural Communication and Marketing
social Marketing
Internet Marketing
Creativity as a strategy
Advertising and Brand ManagementAdvertising Management
strategic Brand Management
Account and Campaign planning
Integrated Marketing Communications
International Brand Management
Managing Brand and Marketing performance
Creative Appreciation and persuasion
Consumer discoveries
Brand valuation
FMCg Branding
evaluating Brand Communications
design principles for BM
luxary Branding
Managing Brand and Marketing performance
neural Marketing
human and humane dimensions of Marketing
students are equipped to manage the entire integrated marketing process of a business, including:l researchl formulating strategiesl Evaluating strategic optionsl Planning and executing 360º campaigns
communicationsCommunication theory
Culture and Communications
development Communication
semiotics
Metaphors and narratives
Film studies
Indian Cinema
Communications research
Imagining India
legal Issues in Communications
Corporate Communications and reputation
Management
Climate Change Communication
Media ManagementBusiness of Media: print and electronic Broadcast
Media planning and Buying
Media Marketing
Media research
Introduction to entertainment Industry
Media Audit
Media laws and ethics
Media economics
Cybercultures
emerging Media platforms
Advance Audience and Media research
Marketing research and consumer insightresearch Methodology
Multivariate data Analysis
Consumer Behaviour and Insight Mining
Advanced Qualitative research
Modelling in Marketing research
econometrics for Marketing research
online research and data Analytics
Applied Areas in Marketing research
Practical Skills and Enabling techniquesBusiness and demand Forecasting
Career roles and Identity
project Management
statistical package for the social sciences (spss)
Media software workshop
simulation of strategy
urban retail studies
rural project
Blue ocean stragegy simulation
MArKstrAt – Marketing simulation
MArKops simulation
ABoUt MicA AND itS PoSt GrADUAtE DiPLoMA iN MANAGEMENt (coMMUNicAtioNS)
StArtED iN 1991, Mudra Institute of Communications, Ahmedabad (MICA) is an autonomous
non-profit management education institution. the programme is approved by the All India Council
for technical education (AICte) and recognized by the department of science and technology
(dst), government of India. MICA has set a precedent as the first residential academic institution
in the country, and perhaps in the Asia-pacific region, wholly dedicated to meeting the needs of the
communications industry.
Communication is at the heart of MICA’s academic programmes since its inception. the millennium
heralded forces of change at work in the market. the accelerated diffusion of information technology,
the frenetic proliferation of media and new media options, the heightened and global competition,
the established reality of fragmented markets, and the indispensability of technology redefined the
ways in which markets and consumers interact. MICA made the transition from communications
to communications management realizing that a response to the emerging consumer needs will be
crucial component of business leadership.
MICA complements the role that management education plays in modernizing and professionalizing
communications-driven businesses. the MICAn’s expertise lies in understanding the relevance of
the emerging avenues of communications to the industry and society today and in being equipped
to deal with their myriad complexities. A MICAn redefines the traditional role of a manager to steer
brands and organizations through the power of sharper consumer insight expressed through effective
communications. today, it is the alma mater of professionals who are serving in the brand communications
management, marketing research, advertising, public relations, event and entertainment management,
media sectors, and emerging communications-driven
businesses such as broadcasting, retail and design
communication, disaster management, oil and
gas sector, various government departments.
the institute’s reputation, carved over the
past 20 years by seasoned faculty and a global
alumni network, attracts the most talented
and ambitious young minds from India and
abroad. the MICA brand assures the delivery
of current, reliable and cost-effective communi-
cations management skills.
the single most important aspect that makes MICA
stand apart from the other management schools in the
country is the strength and design of its curriculum. the courses are structured and taught with the intention
of creating communications management specialists who are not only able to understand the multiple
requirements of business, specifically of those organizations that are communications-driven in realizing
their strategy and effectiveness, but are also uniquely skilled to identify innovative consumer insights.
MICA has a continuous feedback system made up of two streams. our alumni keep in touch with the
current batch of students and appraise them of the challenges in the real world. our visiting faculty,
drawn from practicing professionals and academics from around the world, cover every aspect of
communications management. together, they provide the balance to academic learning. MICA is
thus able to constantly update its curricula with relevance to its students’ career needs.
MICA
MicA is contemporary. freshness of spirit is characteristic of this institution. MicA believes
in facilitating learning and sharing ideas and experience rather than merely teaching, and
encourages experimentation and innovation. While encouraging each individual to develop one’s
potential, MicA also helps students understand and imbibe the value of teamwork.
the emphasis in the programme is to develop students’ skill in communications management. the
programme also focuses on:
l Imparting a sense of value that encompass not only work ethics, but also a commitment to, and a passion
for, marketing and communications as a science, especially in commercial and social organizations
l develop the mental discipline to blend concepts
and ideas with strategic planning and action
creatively and innovatively.
post graduate diploma in Management (Comm-
unications) pgdM(C) has set a remarkable pace
for itself since its inception in 1994. our success
is reflected in the recognition we have received
over the years. the active pgdM(C), with its 17-
year legacy has evolved into one of the premier
programmes in the country, endorsed by 100 per
cent campus placements by corporate houses in
India and in recent times, abroad.
SELEctioN critEriA
If you have a three-year Bachelor’s
degree* with minimum 50 percent marks
or an equivalent qualification in any
discipline recognised by the Association
of Indian universities or AICte, then
1 Apply online at www.mica-india.net
2 Appear MicA Admissions test
(MicAt)
MICAt is conducted at select venues
across the country, followed by group
exercise (ge) and personal Interview
(pI) for short- listed candidates, at the
MICA campus.
*final year students can also apply.
A
ro
bust curriculum that collaborative research and
research Projects taken
theoretical Global field Projects
research Projects Method
independent Live industry case Study
Learning Learning
the MicA
Method
corE fAcULtYAshok ranchhod (Director)Marketing
Arbind Sinha social & development Communication
Pradeep Krishnatray Marketing and development Comm.
A.f. MathewCulture and Communications
Anita B. Marketing
Ashok Kumar Media
falguni Vasavada Marketing
harmony Siganporia Communications
Kallol Das Marketing
Mini Mathur retail Communications
Naval Bhargava Marketing
rajneesh Krishna Marketing research
rita Kothari Culture & Communications
rohit trivedi entrepreneurship & research
Satyajeet Nanda social & development Communication
Saumya Pant gender & development Comm.
Shubhra Gaur organizational Behaviour
Subhash tendle Advertising
Varsha Jain Integrated Marketing Communication
Vina Vani Marketing research
ADJUNct fAcULtYAmar Gargeshtrans-creativity
Ashutosh DuttMarket research
c D MitraAdvertising Management
indrani Sen Media
Keval KumarCulture and Communication
rajan NairCopy writing
ViSitiNG fAcULtY (oVErSEAS)
Adriana Serbanpaul valery Montpellier university,France
Alladi Venkateshgraduate school of Management,university of California, Irvine, CA
Anantha S. Babbiliprovost and vp for Academic Affairs,texas A&M university-Corpus Christi, usA
Anthony Kentlondon College of Communications, university of Arts london, uK
Arvind Singhaluniversity of texas at el paso, usA
Ashok Ullalschool of International Business, reutlingen university, germany
calin GuraugsCM - Montpellier Business school, France
charlotte Krolokke univeristy of southern denmark, odense
David Birkswinchester school of Art,the university of southampton
David GriffithsBranding and design Management Consultant, uK
Ed D’Souzawinchester school of Art, university of southampton, winchester, uK
John Ensorhead of the school of Marketing, tourism and languages, the Business school, edinburgh napier university
K Pasupatitemerlin Advertising Institute, southern Methodist university, dallas, usA
Linda correllschool of Journalism, southern Illinois university, Carbondale, usA
Luiz MoutinhoFormer director of the doctoral programme, university of glasgowschool of Business and Management, uK
Murali NairsponsoroI, Inc.
Sally BrazierBusiness strategy Consultant and director – Ceostra ltd.
Srinivas MelkoteBowling green state university, ohio, usA
internship with vibrant and dynamic organisations
Stu
dent
-dri
ven
com
mit
tees
to
man
age
indu
stry
pro
jects
Live in rural india and understand rural lifesty
le
tea
m-b
uild
ing
acti
viti
es in
side
and
out
side
the
clas
sroo
m
cou
rses
and
wor
ksho
ps b
y ov
erse
as fa
culty
S
haring experiences with leaders from various sectors
inte
rnat
iona
l lin
kage
s fo
r du
al d
egre
es
c
ontemporary curriculum that is consistently updated
MicA offers you what any management school offers you,
plus something more. communications Management leads
you to senior responsibilities.
No wonder MicA alumni achieve positions of
responsibility in renowned companies. take a look at some
MicAns who made it to senior management.
Sandeep Menon 1996
Country head, novell India limited
Vivek Kumar 1996
head of retail Marketing – Malaysia, singapore,
hongkong, Brunei – shell eastern petroleum
Kunal Jeswani 1996
vice president, ogilvy & Mather Advertising
reetika Gupta 1996
Assistant professor (Marketing), lehigh university
Debjani Majumdar 1997
vice president, Credit policy, Citibank
Neelesh Suryavanshee 1998
senior regional Manager, uniliver (thailand)
Premchandra Kamath 1998vice president, Marketing and Communications, stAr tv
Arjun Ghosh 2000partner Atg, Mindshare
internship with vibrant and dynamic organisations
Stu
dent
-dri
ven
com
mit
tees
to
man
age
indu
stry
pro
jects
internship with vibrant and dynamic organisations
Stu
dent
-dri
ven
com
mit
tees
to
man
age
indu
stry
pro
jects
Live in rural india and understand rural lifesty
le
tea
m-b
uild
ing
acti
viti
es in
side
and
out
side
the
clas
sroo
m
Live in rural india and understand rural lifesty
le
tea
m-b
uild
ing
acti
viti
es in
side
and
out
side
the
clas
sroo
m
Glo
bal E
xpos
ure
intellect
in
tern
atio
nal i
mm
ersi
on fo
r cr
oss
cult
ural
lear
ning
D
edicated faculty engaged at forefront of research
in
tern
atio
nal i
mm
ersi
on fo
r cr
oss
cult
ural
lear
ning
D
edicated faculty engaged at forefront of research
cou
rses
and
wor
ksho
ps b
y ov
erse
as fa
culty
S
haring experiences with leaders from various sectors
cou
rses
and
wor
ksho
ps b
y ov
erse
as fa
culty
S
haring experiences with leaders from various sectors
inte
rnat
iona
l lin
kage
s fo
r du
al d
egre
es
c
ontemporary curriculum that is consistently updated
inte
rnat
iona
l lin
kage
s fo
r du
al d
egre
es
c
ontemporary curriculum that is consistently updated
Application-based insights from industry practitioners
S
tude
nt-d
rive
n co
mm
itte
es t
o m
anag
e pl
acem
ents
Application-based insights from industry practitioners
S
tude
nt-d
rive
n co
mm
itte
es t
o m
anag
e pl
acem
ents
Durlov Baruah 2001head, Internet and wireless Banking, deutsche BankAmogh Dusad 2002Assistant vice president, strategy planning, ndtv ImagineManmeet Vohra 2002Marketing director, tAg heuer, lvMh watch and Jewellery India ltd.Pankaj Bhalla 2003
sr. Brand Manager, oral Care – Central, eastern
europe, Middle east and Africa, p&gVivek Saraswat 2005senior product Manager, l’oreal Indiarashi Mittal 2006
Assistant Manager –
Influencer Marketing, p&gimran Khan 2007Area sales Manager, godrej Consumer products ltd.
ViSitiNG fAcULtY
A h Kalro Former director, IIMK
Amogh DusadAssistant vice president – strategy planning and research, ndtv Imagine
Anand halve Chlorophyll Brand & Communications Consultancy
Arijit Sengupta head, o&M pr
Basant rathore vice president, strategic & Brand development, Jagran prakashan ltd
Biju DominicCeo, Finalmile, Mumbai
harish Krishnamacharvice preident - south Asiaworld sport group (I) pvt. ltd., M.g. road, gurgaon
Jai Lalageneral ManagerMindshare Fulcrum, Mumbai
Jaideep Shergillpartner & Member - Corporate leadership teamhanmer Ms&l, Mumbai
Krishnan Anantha sr. vice president – Brand planning, lowe
Kunal Jeswani vice president, o&M Advertising
Madhukar Sabnavis Country Manager – dis-covery, o&M
Mahuya chaturvedi general Manager, lodestar universal, Mumbai
Manish Makhijanihindustal lever ltd, Mumbai
Meenakshi Madhvani Ceo, spatial Access Media solutions
Moinak Biswashead, Film studies, Jadhavpur universityMubin Khanvice president, Mudra ConnextPartha SinhaManaging partner, BBh India, MumbaiPraphul MisraCeo, netcarrots loyalty services, new delhiPraveen tripathidirector-planning r K swamy – BBdo, MumbaiPremchandra Kamath vice president, Market-ing and Communications, stAr tvrajiv BagayatkarAssociate director, Client service, AC nielsen org-MArg, Mumbai
rohit PathakCMI Manager, hul, Mumbairamesh Kumarvice president - strategic planning, ogilvy & Mather, BangaloreS K Palekarvice president – Marketingeureka Forbes ltd.Sandip Ghose sr. vice president – Corporate Affairs lafarge India pvt. ltd.Sanjeev Khannageneral Manager - Marketing, united spirits limited, BangaloreSantosh DesaiMd & Ceo, Futures group
Shazia Khanstrategic planning director, Jwt, Mumbai
Sundar ramanCeo, Iplt20, Mumbai
Swapnil S. Kumarsr. Brand Manager - Close-up, hindustan unilever limited, Mumbai
tarun KatialCoo, BigFM, Adlabs Films ltd.
rajkumar JhaCreative directorogilvy, new delhi
rEcrUitiNG PArtNErS
coMMUNicAtioN AGENciES Ambience Bates Contract Advertising elephant design equus euro rsCg FCB ulka Fountainhead genesis pr grey worldwide Jwt lemon Communications leo Burnet lowe Madison dMB & B McCann erickson Mudra Communications ogilvy & Mather rediffusion dY & r r K swamy – BBdo
MArKEtiNG SErVicESArvind Brands At & t Asia pacific Bajaj Allianz Insurance Baja Auto Blowplast Bpl Britannia Industries British American tobacco Cadbury’s Cadila Castrol Cavin Kare Cera sanitaryware Citifinancial Corporate voice shadwick
Covansys daimler-Chrysler India dr. Morepen electrolux equitor Consulting ernst & Young essar Fosters Frito lays India gAIl ge Capital gillette India glaxosmithKline godrej grasim Industries hCl technologies hdFC Bank hero honda hitachi hp
coNSULtANcY hul IBM ICICI Bank ICICI prudential IFB Industries Indian oil Corporation ItC Jl Morrison l’oreal Madura garments Mahindra & Mahindra Momentum Consulting Motorola onida Bpl pantaloons penron shipping reach tech reliance Infocomm
shaw wallace distillers siemens unIdo tAtA AIg tAtA Chemicals tAtA honeywell tAtA Motors tAtA teleservices thompsonConnect titan Industies torrent tvs electronics vodafone Yes Bank
MEDiA AGENciES Carat Media Initiative Media Madison Maximise India Mediaturf Mindshare Mpg India real Image Media starcom
MEDiA Aaj tak ABp BBC Big FM Business standard Channel v CnBC dainik Jagran disney enIl hindustan times India today Indian express
ndtv prime time Media sony entertainment star tv the economic times the hindu the times of India virgin Mobile Zee tv Zoom
MArKEtiNG rESEArch Absolutdata A C nielsen org-MArg Ambience Blackstone research evalue serve Fractals Frost & sullivan gallup genpACt hansa research IMrB IMrB (pQr) Indica research MBl-rCg pathfinders prudential Quantum research research International tns Mode tns Mode, singapore tAM Media research
PUBLic SEctorgovernment of gujaratongC rural electrification Corporation
NANYANG tEchNoLoGicAL UNiVErSitY, School of communications, Singapore
EScEM, School of Business & Management, france
chArtErED iNStitUtE of MArKEtiNG, UK
fLoriDA StAtE UNiVErSitY, USA
SoUthErN iLLiNoiS UNiVErSitY, USA
PforzhEiM UNiVErSitY pforzheim, Germany
UNiVErSitY of tExAS-PAN AMEricAN, USA
LoNDoN coLLEGE of coMMUNicAtioN, University of Arts, UK
iNStitUtE of coMMUNicAtioN, UA&P, Philippines
UNiVErSitY of fLoriDA, USA
SoUthAMPtoN BUSiNESS SchooL, Southampton Solent University, UK
ViEtNAM MArcoM, hcM city, Vietnam
ANGLiA rUSKiN UNiVErSitY, UK
UNiVErSitY of rEGiNA, canada
MEMBEr
Griffith UNiVErSitY, Queensland, Australia
UNiVErSitY of EASt LoNDoN, UK
UNiVErSiDAD ESAN, Peru
BUDAPESt BUSiNESS SchooL, hungary
MicA is also a fulbright Affiliate degree institute.
oPPortUNitiES for iNtErNAtioNAL trAiNiNG
MicA believes and encourages students to avail international exposure to prepare them for Global leadership in management. this exposure consists of student exchanges, study tours, research projects and many similar activities.
Association of Management DevelopmentInstitutions in South Asia
ANNUAL StUDENt AWArDS & SchoLArShiPS At MicA
Prof. Nirmal Goswami Award of Excellence in Advertising course
Director’s Award for Academic Excellence
four Best Dissertations
MicA-tAM Media Scholarship Excellence for the three Best Dissertations in Media Management
Divya Bhaskar Scholarship of Academic Excellence in Media Management
first Place in Media Management concentration
first Place in Marketing research concentration
first Place in Brand Management concentration
first Place in Account Planning and Management concentration
AAAi raman Memorial trophy (Scholarships) in Account Planning and Management
Subhas Ghosal Award of Academic Excellence in Brand Management
Mani Ayer Award of Academic Excellence in Account Planning & Management
future Awards between MicA & oMS for the three Best Dissertations
Merit certificate and reimbursement of expenses towards their lodging and boarding (term-6)
to student getting a cGPA of 3.5 or above in term-6
Best rural research Project
StUDENt LifE At MicA
It is considered desirable that students actively participate in
co-curricular activities in addition to their other academic
commitments. these co-curricular activities definitely add value
to the holistic learning envisioned in the curriculum design.
MicAMiNDS
MICAMInds is the student consultancy arm, through which
students apply academic learning to live projects for external
clients. groups of students are required to pitch for projects,
conduct research and present reports to clients. they can ask
for assistance from the faculty for these projects.
MicA Lecture Series (MLS)
From time to time the institute offers insights into the workings
of Corporate India by bringing in eminent personalities from
industry to address the students on issues relating to organizational
excellence. these sessions require compulsory attendance.
Sports
MICA feels very strongly that a healthy body creates a healthy
mind. It therefore offers excellent gym facilities, tennis, golf,
volleyball, basketball, swimming and yoga. we also have a
spiritual counsellor on the campus.
MicANVAS
this annual student meet is an opportunity for
MICAns and students from other institutes all over
the country to share their learning and talents. the
event also attracts professionals for panel discussions
on issues concerning the world of communications.
Sankalp
sankalp is the in-house theatre society, which forms a very
integral part of every MICAn’s life. like everything else at
MICA, sankalp is handled with the utmost professionalism
and class. sankalp’s annual production is an eagerly awaited,
well-attended event in Ahmedabad.
Black coffee
the in-house magazine provides an outlet for the literary
creativity of students. Managed by a literary society, the
magazine is designed, edited and printed for circulation
in-house. like other activities on campus, passions run
high on paper too!
trinetra
Film is an important medium of communication and the
MICAns keep in touch through screenings of all-time
greats, followed by panel discussions.
on campus Assistantship
Faculty members, from time-to-time, given the nature
of the projects they are handling, will announce project-
based requirements for assistance. the students can sort
out the terms with the faculty member concerned and take
up these jobs. these assignments offer insights into live-
project management with learning experience.
ragging is strictly prohibited on
the campus.
thE StANDiNG coMMittEE
MICA is guided by experts from the industry and the academic world, experts who at the
same time conjugate an understanding of what the student needs with an appreciation of
the requirements of the professional world. the standing Committee upholds the vision
and mission of MICA and ensures its dynamism.
Pradip N. KhandwallaChairman
Former director
IIM, Ahmedabad
Madhukar KamathMember
Managing director and Ceo
Mudra Communications pvt. ltd., Mumbai
hema ViswanathanMember
president
Barometer research, Mumbai
Ashok ranchhodMember
director
MICA, Ahmedabad
Arbind SinhaMember
dean
MICA, Ahmedabad
Pradeep KrishnatrayMember
dean – research
MICA, Ahmedabad
KGK PillaiMember secretary
executive registrar
MICA, Ahmedabad
For details about application forms, admissions, eligibility, and
selection procedure write to the Admissions office at
Mudra institute of communications, Ahmedabad (MicA)
shela, Ahmedabad – 380 058 gujarat IndIA
tel: + 91-2717-308250 fax: + 91-2717-308349
email: [email protected]
Apply online at www.mica-india.net
“Mudra institute of communications, Ahmedabad
is developing skills for brand maintenance.
teaching and research at MicA can also address
the students how to evolve a brand institution.”
ApJ Abdul Kalam, Chief guest, MICA’s 13th Convocation
des
igne
d by
Jal
p l
akhi
a/M
ICA
des
ign
stud
io