Curriculum | Postgraduate Programme

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Please note: Proposed specialisations for year 2017-2019 are

  • Advertising & Brand Management,

  • Digital Communication Management,

  • Marketing Analytics,

  • Media & Entertainment Management,

  • Development Management & Social Enterprise

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 the industry and the diverse profiles of the students. The PGDM-C curriculum is flexible and is updated annually in consultation with practicing managers, to ensure the inclusion of current practices and cases. The students are thus, exposed to the latest domain knowledge in the relevant areas. The constant revision of the PGDM-C course matter is the key to ensuring that MICA remains the best Strategic Marketing and Communication school in India. MICA is ranked favourably amongst the top management institutes in India. Those considering PGDM programmes should invariably consider MICA's PGDM-C.

MICA also maintains industry interaction through various activities like training, consultancy and joint research with its student bodies such as MICAMINDS, MICANVAS and the MICA Lecture Series (MLS). The individual research and consultancy that faculty undertake, contribute to the depth of learning in the PGDM-C. 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 Strategic Marketing and Communication processes 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


The PGDM-C is a two-year residential programme. Each academic year begins in July and ends in March, in 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 devoted to industry internship. Placement activities commence towards the end of the second academic year.

Orientation Programme

MICA's PGDM-C students go through a one-week pre-coursework orientation programme. The objectives of the orientation programme are:
- To bring all the 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 Strategic Marketing and Communication
All students are required to attend the modules of the orientation programme, irrespective of their academic backgrounds.

Core and Foundation Courses

These are compulsory courses in the first year and are largely based on foundation and perspective-building approaches. The foundation courses are intended to provide a broad-based perspective in Marketing, General Management, Communication, Digital, Media and Advertising domains. 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.

Concentration Courses

The concentration courses are based on a career-building approach, keeping in mind the industry's need for professionals with clear career interests. These intend to enable the students to develop specific skills and perspectives in their chosen career paths, within the field of Strategic Marketing and Communication i.e. Brand Management (BM), Marketing Research and Analytics (MRA), Digital Communication Management (DCM), Advertising Management (AM) and Media Management (MM).

Elective Courses

The elective courses are extensions of the core as well as concentration 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 the 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 top organisations spread across various industries, 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

MICA is proud of its initiative to have introduced a component of rural immersion as an integral part of the course on rural communication and marketing. The objective of the rural immersion experience is to expose students to rural realities with emphasis on understanding communication needs of rural people and market development. In this exercise students will seek to address the challenge of development / participatory communication to bring social change and in turn sustainable development. With regard to rural markets students will analyse the communication inputs which are used by marketers to gain competitive advantage in rural markets. Further, students will explore opportunities to re-design communication interventions of national/local brands to improve marketing productivity and management.

In the 7 day rural immersion program student groups will travel to rural areas to work on live projects and ethnographic case studies in collaboration with select host organizations (NGOs, Corporates & GOs) in areas mentioned above. Each student will be assigned a faculty mentor who will work in collaboration with the host field organization supervisor. Prof. L K Vaswani & Prof. Manisha Pathak-Shelat are leading the programme which is initiated through the Centre for Development Management and Communication - CDMC.

Download Rural Immersion brochure

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, complaint handling procedures, bargaining and other aspects, as well as details such as gender, age and group size of visitors, brands asked for, brands bought and so on.

Communication in Urban Situations and Contexts

This module has been introduced post the incorporation of and the experience gained from MICA's rural project, so as to enable the student to gain a deeper perspective of the urban segment too. Therefore, this activity focuses on the study of select urban situations and contexts, apart from the projects done during the regular coursework and internship.
The methodology is a combination of different data collection instruments including observation, live-in ethnography, focus group discussions and surveys. It spreads 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.

Coursework Overview

First Year Coursework (Academic Year 2016-2017)

Term 1

Term 2

Term 3

  • Quantitative Techniques - 1

  • Elements of Business Finance

  • Effective Leadership-1: Understanding Self and Human Behaviour

  • Effective Leadership-2: Understanding Interpersonal & Group Dynamics

  • Micro Economic Analysis & Policy

  • Culture and Communication

  • Imagining India: From Local to Global

  • Communication Theory & Approaches to Communication

  • Science, Technology & Society

  • Marketing Management

  • Product Management

  • Introduction to Media & Society

  • Introduction to Digital Marketing

  • The Photo Novel Company

  • Cost & Management Accounting

  • Quantitative Techniques – 2

  • Macroeconomic Environment and Policy

  • Understanding Organizations for Effective Management

  • Research Methodology - 1

  • Communication Theory & Approaches to Communication

  • Semiotics

  • Communication for Social Impact

  • Culture and Communication

  • Consumer Behaviour

  • Services Marketing

  • Advertising Management

  • Urban Retail Studies

  • Basics of Biddable Media

  • Digital Transformation Frameworks

  • Capital Market, Banking, Financial Services and Insurance

  • Operations Management

  • Multivariate Data Analysis

  • Strategic Management

  • Research Methodology - 2

  • Semiotics

  • Imagining India: From Local to Global

  • Communication for Social Impact

  • Communication Theory & Approaches to Communication

  • Strategic Brand Management

  • Sales & Distribution Management

  • Pricing

  • Introduction to Media Planning

  • Media Economics

  • Media Laws & Ethics

  • Information Architecture and User Experience Design


Second Year Coursework (Academic Year 2016-2017)


Term 4

Term 5

Term 6


  • Rural Immersion Project

  • Markstrat

  • Industry Analysis Placement Workshop



  • Crafting Dissertation Workshop



General Electives

  • Supply Chain Management

  • Rural Marketing

  • Retail & Shopper Marketing (one day field visit)

  • Visual Culture and Urban Landscape

  • Innovative Marketing

  • Sports Marketing

  • B2B Marketing

  • Metaphors and Narratives

  • Taxation: Personal and Corporate (Non Credit)

  • Cyberculture

  • Film Studies


Advertising Management

  • FMCG Branding


  • Corporate Communication and Reputation Management

  • Creative Brief Writing Workshop

  • Decoding Consumer Categories and Brands


  • Ad tracking and Evaluation

  • Digital Campaign Planning


  • AP Workshop-II

Marketing Research & Analytics

  • Use of SAS and R for Data Analytics


  • Applied Areas in Marketing Research

  • Econometric Tools for MR

  • Applied Areas in Marketing Research

  • Econometric  Tools for MR

  • Advertising Research

  • Big Data Analytics

  • Ad tracking and Evaluation


Brand Management

  • FMCG Branding

  • Integrated Digital Campaign Planning

  • Digital Marketing Metrics


  • Managing Brands Over Time

  • Behaviroul Architecture

  • Decoding Consumer Categories and Brands

  • FMCG Branding


  • Strategic Design Management

  • Marketing & Branding of Rural Products

  • Decoding Categories And Brands (DCAB)

Media & Entertainment Management

  • Media Agenda Setting

  • Display and Video Advertising


  • Strategic Audience Research and Media Planning (SARMP)

  • Business of entertainment media (Films, Events & Gaming)

  • Search Marketing

  • Digital Marketing Metrics


  • Business of Media (print, tv, radio & OOH)


  • Global News Media - Issues & Perspectives

Digital Communication Management

  • Online Research

  • Online User Behaviour

  • Business of Digital Startups

  • Ideation and Customer Discovery (Project Work in lieu of Dissertation)


  • Content Marketing

  • Display and Video Advertising

  • e-commerce

  • Ideation and Customer Discovery (Project Work in lieu of Dissertation)

  • Mobile Marketing

  • Integrated Digital Campaign Planning

  • Customer Validation and Creation (Project work in lieu of Dissertation)


  • Digital Marketing Metrics

  • Social Media Management

  • Search Marketing

  • Big Data Analytics

  • Cyberculture

  • Digital Media Citizenship

  • Business Case Formation (Project work in lieu of Dissertation)


Advanced courses

  • Behavioural Economics

  • Theory of Political Economy & Nation and Nationalizm: Debates Theories & Practices

  • Persuasive Written and Visual Communication

  • Gamification

  • Marketing with Responsibility


PGDM-C Academic Calendar

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



Note: The calendar is tentative. The final schedule will be given to students at the time of registration.

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