Knowledge Exchange and Information Centre (KEIC) | Academic Centres

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MICA KEIC is an exclusive centre for advertising, media, marketing and related information. It extends information support to marketers, ad agencies, media houses, management institutes and researchers. MICA is proud of its hi-tech library i.e. KEIC and "KEIC online"- a portal which functions 24/7. Physical access to KEIC is open for 142 hours in a week. Its wide in-house databases such as books, newspapers, dissertations, television commercials, non-book materials, case studies, print ads and periodicals. The KEIC's database helps in decision-making, defining future strategies, making new business presentations and understanding the market. This saves time, money and efforts that go into collecting information from diverse sources.

We subscribe to ABI/Inform, Audit Bureau of Circulations – ABC (Membership), Advertising Research Foundation – ARF (Membership), EBSCO - Business Source Complete, EBSCO - Communication and Mass Media Complete, Coloribus, Cannes Lions Archive, Communication and Media Studies – Sage, Communication Arts, Economic & Political Weekly, Euromonitor International, European Case Clearing House (ECCH), Harvard Business Publishing Cases (HBP),, Emerging Markets Information Service (EMIS), J-Gate, JSTOR, Luerzers Archive, Questia Online Library, World Advertising Research Centre (WARC).

The specialised online collections cover more than 30,284 Television Commercials, 1,83,478 newspaper clippings on areas ranging from advertising, mass media and internet to marketing 16,770 print ads and over 2,327 student dissertations and summer reports. Information is an important tool for decision-making, research and education. KEIC has an effective information management system in place to retrieve information at any given point of time. KEIC is a unique place for knowledge and research in Strategic Marketing and Communication.

Objective of KEIC

  1. To serve the MICA students, Faculty, Visiting Faculty, Researchers and Alumni

  2. To serve the Advertising Industry, Market Research Agencies, Marketers, Media Houses, Management Institutes etc.

The Rationale

  1. Essential element of any teaching and research programme

  2. Continuous upgrading of knowledge base, latest research and state-of-art information

  3. Information on activities and development elsewhere in the world

  4. References for research and reading material

  5. Interlinking with other information sources

  6. Support the ad industry

Go to KEIC Portal

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