Academic Programmes
Full Time Diploma - Flagship PGDM-C
| MICA's Flagship PGDM-C MICA's Post-graduate Programme Diploma in Management (Communications) has made a remarkable pace for itself since its inception in 1994. The active PGDM (Communications) has evolved into one of the premier programmes in the country, endorsed by 100 per cent campus placements with the best corporate houses in India and in recent times, abroad. MICA's stringent selection norms coupled with the rigour of the curriculum ensure a highly committed, creatively and innovatively anchored, professionally oriented communications manager skilled in the practice, development and management of communications for industry and society. This programme is approved by the All India Council for Technical Education (AICTE) and Association of Indian University (AIU) which equates it with an MBA degree. |
Overview & Pedagogy
The realisation that communications management is a crucial component of industry leadership launched MICA over a decade ago. Communications management, across the industry spectrum, is our core competency. The PGDM (Communications) teaches lateral thinking and consumer insight. A MICAn redefines the traditional role of a manager to steer brands and organisations through the power of sharper consumer insight expressed through effective communication. 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.
Communication has been at the heart of MICA's academic programmes since its inception. Since then, much has changed. The millennium heralded forces of change at work in the market. The accelerated diffusion of information technology, the frenetic proliferation of media and new options, the heightened and global competition, the established reality of fragmented markets and the indispensability of technology redefined the rules. Spurred by these developments, MICA made the transition from communications to communications management and is now the premier institution in this field in India and perhaps, in the Asia Pacific region.
Many ambitious young men and women have taken MICA's PGDM (Communications) to enviable positions in the business of communications management at destinations like L'Oreal, Leo Burnnet, Procter & Gamble, Ogilvy & Mather, CitiFinancial, Mindshare, NDTV, The Times of India, HLL, AC Nielsen ORG Marg, IBM, Star TV, CavinKare, Hutch and other corporate leaders.
MICA offers students concentrations in Brand Management, Account Planning and Management, Marketing Research, Media Management and the emerging disciplines of Public Relations, and Broadcasting, Design and Retail Communications.
MICA has always been in the vanguard of management education trends in India. By being attuned to the country's business context, MICA has provided the industry with informed and efficient professionals with the ability and desire to be innovative leaders. The PGDM (Communications) embeds in them a sense of values that encompass not only work ethics, but also a commitment to and a passion for marketing and communications as a discipline, especially in commercial organisations. The programme also helps them develop the mental discipline to blend concepts and ideas with strategic planning and action creatively and innovatively.
International collaborations and exchange programmes with institutes in countries like the UK, USA, France, Singapore, Philippines and Vietnam present opportunities for international marketing.
It is MICA's vision 'to be the pre-eminent communications management school.' At MICA, we nurture tomorrow's leaders.
Who are we looking for?
Stringent quality control of our output begins with tight quality control of our input which is why it is more than a commonplace matter to get a place at MICA. In addition to putting the aspiring communications professionals who come to MICA through a tough academic routine, they are also encouraged and advised to practice the art of self-development.
Over the years, the MICAn profile has changed. There has been a significant increase in number of students from engineering and management education backgrounds. The number of people with diverse work experience (ranging from the software industry to financial portfolio management) has meant more productive class discussions. Students at MICA come from some of India's best-known educational institutions. Prestigious colleges like St. Stephens, Lady Sriram College, Delhi College of Engineering (NSIT), Sriram College of Commerce (SRCC)among others are represented in MICA.
A quick look at our institute's recruitment track record and the profile of our current students should be sufficient to justify our pride in our young men and women.
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Curriculum
CURRICULUM DESIGN
The strength of this programme lies in its strong and contemporary curriculum, the knowledge and experience of the core and visiting faculty, the exposure to industry and the diverse profiles of students. The curriculum is flexible and is updated annually in consultation with practicing managers to ensure inclusion of current practices and cases. The students are, thus, exposed to the latest domain knowledge in the management and communication areas.
MICA also maintains industry interaction through various activities like training, consultancy and joint research with student bodies such as MICAMINDS, MICANVAS and the MICA Lecture Series. The individual research and consultancy that faculty undertake contribute to the depth of learning in the post-graduate programme. The intellectual capital available at MICA provides a challenging environment for the students in terms of the rigour and conceptualisation required to successfully complete the programme.
The students are equipped to manage the entire integrated marketing process of a business, including:
- commissioning research,
- seeking consumer insights,
- formulating brand and marketing strategies,
- evaluating media options,
- analysing sales and distribution channels,
- advertising,
- data and information analytics
DURATION
The PGPCM is a two-year residential programme. Each academic year begins in July and ends in March the following year. An academic year is divided into three terms of 12 weeks each. The summer vacation at the end of the first year is usually devoted to industry internship. Placement activities commence towards the end of the second academic year.
ORIENTATION PROGRAMME
From 2006, MICA introduced a three-week pre-course orientation programme. The objectives were:
* To bring all students to a common minimum level of understanding and appreciation of the basics of social sciences, since they come from diverse academic backgrounds
* To reduce the load of basic management education in the two-year programme allowing greater concentration on communications management
Students were advised to attend certain course modules of the orientation programme based on their performance in a diagnostic test.
CORE AND FOUNDATION COURSES
These are compulsory courses offered in the first year and are largely based on foundation and perspective building approaches. The foundation courses are intended to provide a broadbased perspective in general management. Core courses help students develop an integrated view of managerial problems and perspectives. They are designed to help them comprehend and apply various concepts and techniques. See detailed list (link to courses list)
CONCENTRATION COURSES
The concentration courses are based on a career building approach, keeping in mind industry's need for professionals with clear career interests. These intend to enable students to develop specific skills and perspectives in their chosen career paths in the field of communications management i.e. account planning and management, brand management, marketing research, media management or the emerging areas of public relations, retail management, broadcasting and design communications management.
ELECTIVE COURSES
The elective courses are extensions of the foundation Courses and are intended to provide advanced learning opportunities to the students to sharpen their perspectives and skills. These electives broaden the student's horizons and help in the development of a well-rounded character. Students are required to study a minimum of five electives in each academic year.
SUMMER INTERNSHIP
The internship provides students with an opportunity to gain work experience in an area of concentration or interest while receiving credit towards their diploma. The summer internship is organised for 8-10 weeks in various advertising agencies, media and marketing organisations during the summer break at the end of the first year of the programme. No student is admitted to the second year without completing the summer internship.
RURAL RESEARCH PROJECT
Rural markets are already ahead of urban markets in terms of volumes and growth rate in a host of mass-based goods. This can largely be attributed to marketing efforts targeted at rural India. A rural marketing orientation requires a holistic understanding of the rural contexts and customers. The rural research project is designed to provide students with an appreciation of the challenges in communicating with rural customers. Students are required to live in villages for 15 days and study the structure and dynamics of communication there.
CUSTOMER WATCH
This is intended as a learning opportunity with all its immediacy and unpredictability. The student will spend 5-7 days at a retail site as an observer. During this period, the student will keep a diary to make observations on aspects of consumer behaviour as well as details like gender, age and group size of visitors, brands asked for, brands bought and so on. Notes will have to be kept on complaint handling procedures, bargaining and other aspects.
COMMUNICATION IN URBAN SITUATIONS AND CONTEXTS
This module has been introduced after the experience gained from MICA's rural project. It is envisaged to enable the student to also gain a deeper perspective of the urban segment. Therefore, this activity focuses on the study of select urban situations and contexts, apart from the projects done during the regular course and internship.
The methodology is a combination of different data collection instruments including observation, live-in ethnography, focus group discussions and surveys. It will be spread over the second and third terms and the summer break. The urban locations would be in Ahmedabad, places of internship and hometowns in urban India.
SEMINARS AND WORKSHOPS
Numerous workshops and seminars are organised in different course areas. Students can attend these based on their interests. These form the non-credit components of the course.
CURRICULUM
Full details of the curriculum:
YEAR 1
ORIENTATION COURSES
- Principles of Economics
- Basic Accounting
- Management Principles and Practices
- Behavioural Sciences
- Case Study: Learning tool
- Research Methods
- Knowledge Exchange and Information Centre
- Basic Mathematics and Statistics
- Principles of Marketing
- Written and Oral Communication
- Theories and Models of Communications
- Campus Orientation
TERM I
- Micro Economic Analysis & Policy
- Elements of Business Finance
- Individual & Group Dynamics
- Quantitative Techniques-I
- Communication Theory
- Development Communication
- Principles of Marketing
- Consumer Behaviour
- Media Laws & Ethics
- Introduction to Media & Entertainment Ind.
- Social Science & Communication
- Legal Issues in Communication Industry
- SCAMPER
TERM II
- Macro Economics (Environment & Policy)
- Quantitative Techniques-II
- Services Marketing
- Advertising Management
- Product Management
- Sales and Distribution Management
- Culture and Communication-I
- Cost & Management A/c
- Organizational Dynamics
- Media Management
TERM III
- Business Ethics
- Communication Research
- Brand Management
- Digital Marketing
- Strategic Mgmt.
- Supply Chain Management
- Research Methodology
- Multivariate Data Analysis
- Imagining India
- Media Economics
- Media Software Workshops
- Culture and Communication-II
- Idea Generation (2 Day Workshop)
- Integrated Marketing Communications
ELECTIVES (a minimum of two Credits)
- Corporate Venturing and Entrepreneurship
- Product Management (Brand Management)
- Media Analytics
CAPSTONE RESEARCH PROJECT
YEAR 2
TERM IV
Core Courses
- Crafting Dissertation Workshop
- Rural Communication
- Markstrat
- Culture & Communications
- Advanced Financial Management
General Electives
- Service Operations Management
- Indian Demographics
Brand Management- Concentration Core
- Strategic Brand Management
- International Marketing
- Brand Valuation
- Luxury Branding
- FMCG Branding
Marketing Research - Concentration Core
- Online Research
- Applied Areas in Marketing research
Advertising Management - Concentration Core
- Basics of AP
- Account Planning Workshop
- DCCAB (Decoding Consumer Categories and Brands)
Media Management - Concentration Core
- Audience Media Research
- Media Planning
- Managing Media Business
BM - Concentration Electives
- Strategic Design Management
- Retail Management
AM - Concentration Electives
- Rural Marketing Communication
MM - Concentration Electives
- Media Buying & Selling
TERM V
Core courses
- Semiotics
- Leadership Communication and Change
- Film Studies
General Electives
- Metaphors and Narratives
- Sports Marketing
- B2B Marketing
- The Business of Communication in the BFSI Sector
Brand Management - Concentration Core
- Branding through Films/Arts/Music/Theatre
- Behavioural Architecture
Marketing Research - Concentration Core
- Consumer Insight Mining
- Advanced Qualitative Methods
- Econometrics
Advertising Management - Concentration Core
- Ad Tracking and Evaluation
- DCCAB (Decoding Consumer Categories and Brands)
MM - Concentration Core
- Entertainment Media
- Business of Print Media
- Electronic Broadcast Media
AM - Concentration Electives
- Corporate Communication & Reputation Mgmt.
BM - Concentration Electives
- Return on Marketing Investment
- Innovative Marketing (Workshop)
MR - Concentration Electives
- Advt. Research
TERM VI
General Electives
- Indian Cinema
- Blue Ocean Strategy Simulation
Post-graduate Programme Diploma in Management (Communications)
The typical academic calendar for our two-year programme is as follows:
(Note: The calendar is subject to change. The final schedule will be given to students at the time of registration)
Programme Dates
First Term: July - September
Term Break: Last week of September
Second Term: October - December
Term Break: Last week of December
Third Term: January - March
Summer Internship: 8-10 weeks during April-June
Fourth Term: July - September
Term Break: Last week of September
Fifth Term: October - December
Term Break: Last week of December
Sixth & Final Term: January - March
Convocation: Between 29 & 31 March
Faculty
CORE FACULTY:
Professor: Department
Arbind Sinha: Social and Development Communication
Pradeep Krishnatray: Communications
Rajneesh Krishna: Marketing Research
Hemant Trivedi: Marketing
Shubhra Gaur: Organizational Behaviour
Vina Vani: Marketing Research
Subhash Tendle: Advertising
A F Mathew: Culture and Communication
Anita Basalingappa: Marketing
Falguni Vasavada Oza: Marketing
Kallol Das: Marketing
Saumya Pant: Communications
Mini Mathur: Retail Communications
Rohit Trivedi: Marketing
Varsha Jain: Integrated Marketing Communication
Santosh K. Patra: Media
Harmony Siganporia: Communications
ADJUNT FACULTY:
Amar Gargesh: Trans-Creativity
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Admissions Criteria
Admission to the PGDM(C) programme requires a Bachelor's degree (in keeping with the 10 + 2 + 3 system) with minimum 50% marks, or an equivalent qualification in any discipline recognised by the Association of Indian Universities (AIU). Candidates appearing for final examinations towards a Bachelor's degree (or equivalent) are also eligible to apply.
Students who demonstrate aptitude for expressing, assessing, or conceiving ideas that move people to action and achieve business results tend to stand a better chance of being shortlisted.
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Application Process and Timelines
The selection process for the PGDM (C) involves three steps (Batch 2012-14):
You can also purchase application form from the Admission Office, MICA on cash payment of Rs. 1750/- or by sending a demand draft of Rs. 1750/- in favour of "MICA" payable at Ahmedabad, with one self-addressed stamped (Rs. 20/-) envelope of the size 12" X 10".
Stage - I
CAT / GMAT
Candidates should apply through CAT 2011 score. NRIs and Foreign nationals can apply through GMAT score (score of 31 December 2006 onwards).
Stage IIMICA Admissions Test (MICAT)All candidates who apply to MICA through CAT/GMAT score will be called for MICAT,subject to their application form being accepted by MICA.
MICAT is designed to assess analytical ability, divergent thinking, written communication skills and general awareness about the communications industry.
MICAT will be held in February-March, 2012 at the following centres:
Ahmedabad, Bangalore, Bhopal, Chennai, Delhi, Guwahati, Hyderabad, Kolkata, Lucknow and Mumbai.
Note: MICA reserves the right to withdraw or introduce MICAT centres.
MICAT Sample questions (Comming Soon)
Click here to download Admissions FAQ
Click here to download brochure
Stage III
Group Exercise (GE) and Personal Interview (PI)
Candidates will be invited for Group Exercise and Personal Interview to MICA campus, Ahmedabad based on their performance in CAT/GMAT and MICAT.
Admissions Calendar
E V E N T | D A T E |
Admission Announcement and Issue of Forms | September, 2011 |
Last Date for Issue of Application Forms | 30th January, 2012 (11:59PM) |
Last Date for receipt of completed Application Forms | 2nd February, 2012 (11:59PM) |
Issue of MICAT Call Letters | February, 2012 |
MICAT | 4th March, 2012 |
GE & PI | March - April, 2012 |
Declaration of Results | April, 2012 |
Orientation Programme | June, 2012 |
Session begins | Last week of June, 2012 |
Fees and Financial Aid
Fee details of 2011-13 batch
Admission fee - 1,750/-
Tuition fee - 3,52,000/-
Hostel fee - 94,500/-
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Successful Alumni
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 1998
Vice President, Marketing and Communications, STAR TV
Arjun Ghosh 2000
Partner ATG, Mindshare
Durlov Baruah 2001
Head, Internet and Wireless Banking, Deutsche Bank
Amogh Dusad 2002
Assistant Vice President, Strategy Planning, NDTV Imagine
Manmeet Vohra 2002
Marketing Director, TAG Heuer, LV MH Watch and Jewellery India Ltd.
Pankaj Bhalla 2003
Sr. Brand Manager, Oral Care- Central, Eastern Europe, Middle East and Africa, P&G
Vivek Saraswat 2005
Senior Product Manager, L’Oreal India
Rashi Mittal 2006
Assistant Manager, Influencer Marketing, P&G
Imran Khan 2007
Area Sales Manager, Godrej Consumer Products Ltd.
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