MICA PGDM
Specializations PGP-2 (2026-27)
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Functional Specializations
1. Advanced Brand Management: BRAND ECOSYTEM ORCHESTRATION
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Building Dynamic Brands | 2 |
| 2 | Orchestrating Brands in Motion | 2 |
| 3 | Mastering Algorithms, Platforms and Commerce | 3 |
| 4 | Cultural Analysis and Application | 2 |
| 5 | The Brand Odyssey: Capstone Project | 1 |
Meet Our Lead Professors
Suraja Kishore is a powerhouse in Indian advertising, most recently serving as CEO of BBDO India and TeamX for Mercedes-Benz. With over 20 years of experience, he held leadership roles at McCann Worldgroup, Publicis, and Lowe Lintas, where he pioneered “future thinking” strategies and created iconic, award-winning campaigns like Tata Tea Jaago Re, WhatsApp Message Privately, P&GAriel ShareTheLoad, He is also the Founder –CCC@MICA.
Suraja Kishore,
Brand Consultant & Former CEO, BBDO, India
Industry Anchor
Industry Anchor
Prof. Bikram Bindra serves as an Adjunct Faculty at MICA, blending global creative strategy with academic insight. Prof. Bindra’s professional experience spans senior leadership roles across advertising, media, and brand organisations. He is currently the Global Creative & Content Lead at The Absolut Group, where he leads creative strategy and content development across multiple regions
Prof. Bikram Bindra
Academic Anchor
Extended Curriculum Team
- Prof Rajneesh Krishna
- Prof Govindarajan Srinivas
- Prof Swapnil Kumar
2. Advanced Sales and CRM Leadership
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Channel & Sales Management -I | 2 |
| 2 | Channel & Sales Management - II | 2 |
| 3 | Retention, Loyalty & Revenue | 2 |
| 4 | CRM across sectors | 2 |
| 5 | Sales Contest (“learning by doing”) | 2 |
Meet Our Lead Professors
Prof. Srinivas Govindrajan serves as an Adjunct Professor at MICA, bringing decades of expertise in marketing education and leadership.
Srinivas has contributed to IIMs including Kolkata, Lucknow, Udaipur, Shillong, and Raipur, XLRI, XIM, Bhubaneshwar, Praxis Business School. Recently joining MICA Ahmedabad as Adjunct Professor since June 2025
Prof. Govindrajan Srinivas
Industry Anchor
Extended Curriculum Team
- Prof Mall
- TBD
3. Campaign Design & Performance Management
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Consumer Funnel Fundamentals (consumer journey, Audience segmentation and persona building, mental vs. physical availability | 2 |
| 2 | Connections Planning (Insight to media translation, Media ecosystem & channels, Sequencing & campaign planning, Integrated brief development) | 1.5 |
| 3 | Owned and Earned Media (Owned media strategy & CRM, Social platform content planning, Earned media & PR strategy, Influencer marketing & communities) | 1.5 |
| 4 | Paid Media Strategy and Execution (Traditional media planning & metrics, Digital paid media strategy, Programmatic & emerging channels, Budgeting & media mix modelling) | 1.5 |
| 5 | Measurement, Evaluation & Optimisation (Campaign measurement frameworks, Analytics tools & data insights, Campaign reporting & attribution, Privacy & cookieless measurement) | 1.5 |
| 6 | Capstone Project | 2 |
Meet Our Lead Professors
Khushboo Benani is a highly accomplished marketing executive currently serving as the Global Head of Culture Marketing and Partnerships for Johnnie Walker at Diageo, based in Amsterdam.
Ms Khushboo Benani, PoP
Industry Anchor
Utkarsh Dwivedi has done his Ph.D. in Media & Entertainment Studies from Indian Institute of Information Technology, Allahabad, Master of Business Administration (MBA) from Indian Institute of Information Technology, Allahabad with dual specialization in Marketing & Finance and a Bachelor of Technology in Industrial Production Engineering from Institute of Engineering and Rural Technology, Allahabad.
Prof. Utkarsh Dwivedi
Academic Anchor
Extended Curriculum Team
- Prof. Rajneesh Krishna
- TBD
4. Marketing Technology & AI
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | The World You Are Walking Into | 2 |
| 2 | Performance Marketing and the Full Funnel | 2 |
| 3 | Managing the Customer Relationship | 1 |
| 4 | The Marketer the Machine Cannot Replace | 1 |
| 5 | Voices from the Field | 2 |
| 6 | The Capstone | 2 |
Meet Our Lead Professors
He currently lead growth and marketing at WoodenStreet, driving brand, performance, customer experience across digital and retail channels, managing a 100+ member org across functions.He spent over 8 years at Amazon India leading marketing across multiple categories, driving customer growth, and scaling key events like the Great Indian Festival.
Earlier, they worked at Wipro in marketing and pre-sales for automation solutions, and began their career at Ericsson Global in network planning for North American clients.
Mr Pulkit Tiwari,
CG&MO, Wooden Street
Industry Anchor
Industry Anchor
Swapnil S. Kumar is a senior marketing leader, educator, and business coach with over two decades of experience spanning global corporations, challenger brands, entrepreneurship, and management education. His career reflects a rare blend of strategic depth, executional excellence, and behavioural insight, built across leadership roles in some of the world’s most respected organisations, including Unilever, Royal Enfield, Ola, and Pernod Ricard.
Prof. Swapnil Kumar
Academic Anchor
Extended Curriculum Team
- Prof Aditya Naisadam
- TBD
5. Advanced Product Management & Product Marketing (Building & Marketing Products)
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Product Lifecycle Management: Early Stages (innovation pipelines, MVP design, agile methods) | 2 |
| 2 | Product Lifecycle Management: Growth and Maturity (portfolio optimisation, global scaling, sustainability) | 2 |
| 3 | Go‑to‑Market Strategy for AI/Digital/Tech Products Launch orchestration, developer adoption, ecosystem building | 2 |
| 4 | Product Management Tools & AI Product Innovation | 2 |
| 5 | Build your Own Product (Lab – Capstone project with Industry Mentorship or PE Pitch Deck/Getting started with your business) | 2 |
Meet Our Lead Professors
Building The Product Folks one of the world’s largest communities of product builderswith over 200,000+ members.
Previously, was part of the early Product team at Emeritus – one of India’s largest ed-techs
Aditya Mohanty
Industry Anchor
Siddharth Deshmukh, aka “The Travelling Professor” is a first batch Mican and Founder of FableLab, specialising in story-led growth that scales business results.
Prof. Sidharth Deshmukh
Academic Anchor
Extended Curriculum Team
- Prof Suresh Malodia
- Prof Utkarsh Dwivedi
- Prof Vibhav Singh
6. Data Science & Analytics with AI
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Applied Business Analytics: Managerial Statistics & Data Literacy (Using data for business decision‑making, Identifying useful datasets, Choosing analytics approaches and algorithms, Practical applications of AI in business decisions, Interpreting insights for strategy) | 2 |
| 2 | Machine Learning & Deep Learning for Business Outcomes (Neural Networks, Deep Learning, Text Analytics, Natural Language Processing, Advanced Ensemble Methods, Matrix Decomposition, Recommender Systems, Model Deployment) | 2 |
| 3 | Vibe Coding (Fundamentals of Vibe Coding, Generative AI Foundations, No‑Code AI Systems, Vibe Coding for Data & Workflow Automation, Vibe Coding for Web Applications, Vibe Coding for Business Applications) | 2 |
| 4 | AI‑Driven Analytics in Marketing & Customer Experience (Audience targeting, Conversion, Cross‑channel personalization, Content automation, Understand AI autonomy and its impact on team structure, Deploy AI in real‑world marketing environments) | 2 |
| 5 | AI‑Driven Analytics in Media & Creative Industries (Media & communication basicsData science & programmingAI for digital mediaBig data & data mining) | 2 |
Meet Our Lead Professors
Dr. Mall specializes in quantitative techniques and data analytics, bringing both academic rigor and industry expertise to her teaching. As Program Director of the executive online program “Digital Strategy and Marketing Analytics,” she teaches across MICA’s MBA, FPM, and online programs, as well as at select IIMs.
Prof. Sunita Mall
Academic Anchor
Extended Curriculum Team
- Prof Aditya Naisadam
- Prof Viral Nagori
7. Only for PGDM-C-Customer Experience Strategy & Digital Transformation
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Business Foundations (Business models: B2C, B2B, D2C, Revenue, cost & operations, · Digital vs non-digital ecosystems) | 2 |
| 2 | CX Strategy & Research (CX blueprint & domain identification, Persona & journey mapping, Touchpoint & competitive analysis | 2.5 |
| 3 | Design Management and Solutioning (Design frameworks & stakeholder mapping, Ideation & solution development, Information architecture & wireframing) | 2 |
| 4 | Storytelling, Analytics & Marketing (Strategic storytelling & exec presentations, CX marketing touchpoints, Analytics, funnel & cohort analysis) | 1.5 |
| 5 | Live Project (Real business problem engagement, Stakeholder interviews & research, Strategy & design solution delivery) | 2 |
Meet Our Lead Professors
Suhas Bendre is an experienced design and strategy leader, currently associated with academia, with a strong background in experience design and digital transformation. He previously served as AVP and Practice Lead – Experience Design at LTIMindtree, where he led initiatives focused on creating user-centric digital solutions and enhancing customer experiences.
Mr. Suhas Bendre,
Ex- AVP, Practice Lead, Experience Design, LTIMindtree
Industry Anchor
Industry Anchor
Chief Design Officer, Human Factors Research & Design
Prof. Rajneesh Krishna holds a PhD from IIT Bombay and an MA from Patna University. His work focuses on the intersection of technology, society, and business, and he teaches subjects like consumer behavior, insights, and brand management. He has held key academic leadership roles at MICA and Flame School of Communication. At MICA, he has contributed to major initiatives including launching the Marketing Research specialization and India’s first Digital Communication Management program, and has been a visiting faculty at leading institutes such as IIM Ahmedabad and IIM Calcutta.
Prof. Rajneesh Krishna
Academic Anchor
Extended Curriculum Team
- Prof Siddharth Deshmukh
- Prof Viral Nagori
8. Only for PGDM-Business Analysis and Consulting
Course Details
| No. | Course Details | Credits |
|---|---|---|
| 1 | Consulting Foundations – I (Problem Solving; Hypothesis-building; Crafting Strategy) | 1.5 |
| 2 | Consulting Foundations – II (Long-range planning; Scenario Modelling; Analytical Frameworks) | 1.5 |
| 3 | Technology Consulting (Data Strategy; Digital Transformation; AI-readiness) | 2 |
| 4 | Change Management in AI Contexts (Leading adoption, trust and cultural transformation; AI-driven strategy practice) | 2 |
| 5 | GenAI and Prompt Engineering (Application of GenAI in data analysis, research, documentation & communication) | 3 |
Meet Our Lead Professors
Adwait Mardikar is an AI and strategy professional with experience across consulting, analytics, and technology. He is currently the Co-Founder of Tribe77 Technologies and has previously worked in strategy and operations roles at firms like Trilogy and Canalys.
Adwait Mardikar
Industry Anchor
Aniruddh Mairal
Colt Technology
Saurabh Pandya has more than fifteen years of professional experience in the industry and academia. He has a doctorate in Corporate Strategy & Policy from IIM Bangalore (2008-2014) and an MBA from NMIMS, Mumbai (2000-02).At MICA, Saurabh co-teaches courses on Managing Organization Ecosystem, Governance, Change & Transformation, and Multi-Sectoral Analysis.
Prof. Saurabh Pandya
Academic Anchor
Extended Curriculum Team
- Prof. Jaya Deshmukh
- Prof. Vivek Ganotra
Sectoral Specialisations
1. FMCG/FMCD
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| Language of FMCG/FMCD | |||
| 1 | Core DNA | Distribution intensity & brand trust. | 0.5 |
| 2 | Regulations | FSSAI, Advertising Standards Council of India (ASCI), packaging laws. | 0.5 |
| 3 | Market Leaders | ITC (India), Unilever (Global) | 1.5 |
| 4 | Start-ups | Mamaearth (scale-up), boAt (unicorn). | 0.5 |
| Business of FMCD/FMCG | |||
| 1 | Core DNA | Manufacturing scale, distribution networks & product reliability | 0.5 |
| 2 | Regulations | Bureau of Indian Standards (BIS), Consumer Protection Act, environmental compliance laws | 0.5 |
| 3 | Market Leaders | Godrej Appliances (India), Samsung Electronics (Global) | 1.5 |
| 4 | Start-ups | Atomberg (scale-up), Luminous Power Technologies (unicorn) | 0.5 |
Meet Our Lead Professors
After an illustrous career at leading companies like Swiggy and PepsiCo – she founded Elevate Insights in 2020 to scale up brands via sharp human insights. Elevate Insights has helped startups and small brands leapfrog across FMCG and Consumertech through its proprietary toolkits that cut past superficial consumer data and category noise.
Ruchira Jain,
Founder, Elevate Insights
Industry Anchor
Industry Anchor
Sukaran, Principal Partner at ICE Studios, is an alumnus of MICA and NLS Bangalore with expertise in brand management and research in AI in marketing, semiotics, and cultural identity. He teaches storytelling, semiotics, and AI-driven creativity.
Prof. Sukaran Thakur
Academic Anchor
Extended Curriculum Team
- TBD
2. Consumer Tech- Quick Commerce, Ecommerce & Travel-tech
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| Language of FMCG/FMCD | |||
| 1 | Core DNA | Speed, last‑mile logistics & customer convenience | 0.5 |
| 2 | Regulations | Consumer Protection (E‑Commerce) Rules, IT Act, data privacy guidelines | 0.5 |
| 3 | Market Leaders | Flipkart (India), Amazon (Global) | 1.5 |
| 4 | Start-ups | Zepto (scale‑up), Blinkit (unicorn) | 0.5 |
| Customer Technologies & Technology | |||
| 1 | Core DNA | Innovation, ecosystem orchestration & platform economics | 0.5 |
| 2 | Regulations | IT Act, Data Protection Bill, GDPR (impact on India) | 0.5 |
| 3 | Market Leaders | UIDAI & UPI & DigiLocker – India Stack & India AI stack (India), Google (Global) | 1.5 |
| 4 | Start-ups | Zoho (scale‑up), Freshworks (unicorn) | 0.5 |
Meet Our Lead Professors
Tushar Vyas is a seasoned marketing and digital transformation professional with extensive leadership experience in media, branding, and business strategy. He is known for driving digital innovation, mentoring teams, and sharing thought leadership through articles on marketing and technology. His expertise spans strategic planning, digital media, and organizational transformation.
Mr. Tushar Vyas
Industry Anchor
Viral Nagori has a total of 21 years of academic experience. His education qualification is a Ph.D. in Computer Science, MCA and BBA. Viral has presented and published 55 papers in peer-reviewed national and international journals and conferences. His research areas include Gen AI, Women and technology entrepreneurship, Digital Entrepreneurship, Platforms and issues of privacy, trust, ethics, responsibilities, and social justice, teaching and learning methods, pedagogies, and curriculum evaluation frameworks.
Prof. Viral Nagori
Academic Anchor
Extended Curriculum Team
- Mr Anuj Mishra
- Mr Siddharth Sriram
3. Retail Business
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| 1 | Core DNA | Merchandising, customer experience & omnichannel presence | 3 |
| 2 | Regulations | FDI in retail, GST, Consumer Protection Act | 2 |
| 3 | Market Leaders | Reliance Retail (India), Walmart (Global) | 1 |
| 4 | Start-ups | Nykaa (scale‑up), BigBasket (unicorn) | 1 |
Meet Our Lead Professors
With over 12 years of experience, He currently lead the Premium and Luxury brands division at AJIO. Over the past six years at Reliance Retail, he has worked across various aspects of retail, with a strong background in business development, product development (B&M), retail operations, digital & brand marketing and partnerships.
Siddharth Agrawal
Industry Anchor
Prof. Srinivas Govindrajan serves as an Adjunct Professor at MICA, bringing decades of expertise in marketing education and leadership.
Srinivas has contributed to IIMs including Kolkata, Lucknow, Udaipur, Shillong, and Raipur, XLRI, XIM, Bhubaneshwar, Praxis Business School. Recently joining MICA Ahmedabad as Adjunct Professor since June 2025, he finds the experience particularly rewarding.
Srinivas has contributed to IIMs including Kolkata, Lucknow, Udaipur, Shillong, and Raipur, XLRI, XIM, Bhubaneshwar, Praxis Business School. Recently joining MICA Ahmedabad as Adjunct Professor since June 2025, he finds the experience particularly rewarding.
Prof. Govindrajan Srinivas
Academic Anchor
Extended Curriculum Team
- Prof PK Sinha
- TBD
4. Media, Entertainment & Sports
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| 1 | Core DNA | Content creation, talent management & audience engagement, mergers and acquisitions, cancel culture | 4 |
| 2 | Regulations | CBFC, TRAI, PCI, MIB, NBDSA, ASCI, PADMA | 1 |
| 3 | Market Leaders | JioHotstar, WB, SNPL, HT Media, BCCL, WPP, Dentsu, Publicis, Omnicom etc. | 1 |
| 4 | Start-ups | Amagi, Meraki, Mythik, Pocket Aces, Dream11, FMT etc. | 1 |
Meet Our Lead Professors
Utkarsh Dwivedi has done his Ph.D. in Media & Entertainment Studies from Indian Institute of Information Technology, Allahabad, Master of Business Administration (MBA) from Indian Institute of Information Technology, Allahabad with dual specialization in Marketing & Finance and a Bachelor of Technology in Industrial Production Engineering from Institute of Engineering and Rural Technology, Allahabad.
Prof. Utkarsh Dwivedi
Academic Anchor
Extended Curriculum Team
- Prof Darshan Trivedi
- Prof Santosh K Patra
5. BFSI & FinTech
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| 1 | Core DNA | Risk management, compliance & trust | 2 |
| 2 | Regulations | RBI, SEBI, IRDAI, Payment & Settlement Systems Act | 2 |
| 3 | Market Leaders | HDFC Bank (India), JPMorgan Chase (Global) | |
| 4 | Start-ups | Razorpay (scale‑up), PhonePe (unicorn/decacorn) | 1 |
Meet Our Lead Professors
Amit Saraswat is the Co-founder and Chief Product Officer at Metis Intellisystems. He focuses on building data-driven products and intelligent systems, with expertise in product strategy, analytics, and leveraging AI to solve complex business problems.
Mr. Amit Sarswat,
co-founder, Metis Intelli Systems
Industry Anchor
Industry Anchor
Taral Pathak is an accomplished academic and finance professional with over 20 years of experience across industry and higher education. At MICA, Ahmedabad, he designs and delivers core and elective courses in Finance and Accounting. He is known for his student-centric approach and has consistently high teaching feedback. He has also contributed to strategic academic initiatives, including the Urban Impact Projects and PGP admissions at MICA.
Prof. Taral Pathak
Academic Anchor
Extended Curriculum Team
- Mr Hemal Vakil, Ex Kotak Mahindra Bank
- Mr Puneet Kapoor, Ex- Kotak Mahindra Bank
- Mr Jairaj Bhatt, Federal Bank
- Mr Deepak Krishnan, Ex- Kotak Mahindra Bank
6. Consulting & Tech Consulting
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| 1 | Core DNA | Problem framing, advisory credibility & client trust | |
| 2 | Regulations | ICAI professional ethics, SEBI advisory norms, confidentiality standards | |
| 3 | Market Leaders | TCS (India), Boston Consulting Group (Global) | |
| 4 | Start-ups | RedSeer Consulting (scale‑up), Auctus Advisors (unicorn) |
Meet Our Lead Professors
Aniruddh Mairal,
Colt Technology
Industry Anchor
Industry Anchor
Saurabh Pandya has more than fifteen years of professional experience in the industry and academia. He has a doctorate in Corporate Strategy & Policy from IIM Bangalore (2008-2014) and an MBA from NMIMS, Mumbai (2000-02).At MICA, Saurabh co-teaches courses on Managing Organization Ecosystem, Governance, Change & Transformation, and Multi-Sectoral Analysis.
Prof Saurabh Pandya
Academic Anchor
Extended Curriculum Team
- TBD
7. Business Analytics & AI
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| 1 | Applied Business Analytics: Managerial Statistics & Data Literacy | Using data for business decision‑making, Identifying useful datasets, Choosing analytics approaches and algorithms, Practical applications of AI in business decisions, Interpreting insights for strategy | 3 |
| 2 | Machine Learning & Deep Learning for Business Outcomes | Neural Networks, Deep Learning, Text Analytics, Natural Language Processing, Advanced Ensemble Methods, Matrix Decomposition Recommender Systems, Model Deployment | 3 |
| 3 | Prompt Engineering | Introduction to prompt engineering, types of prompts, and crafting effective prompts, Prompt optimization strategy, Advance prompting techniques, Application of prompt engineering for data analytics, Understand the impact of prompt engineering on different digital marketing scenarios. | 1 |
Meet Our Lead Professors
Dr. Mall specializes in quantitative techniques and data analytics, bringing both academic rigor and industry expertise to her teaching. As Program Director of the executive online program “Digital Strategy and Marketing Analytics,” she teaches across MICA’s MBA, FPM, and online programs, as well as at select IIMs.
Prof. Sunita Mall
Academic Anchor
Extended Curriculum Team
- Prof Aditya Naisadam
- TBD
8. Health-tech and Health Care Management
Course Details
| No. | Course Overview | Components | Credits |
|---|---|---|---|
| Healthcare Advisory | |||
| 1 | Core DNA | Patient trust, compliance, and service quality | 0.5 |
| 2 | Regulations | Central Drugs Standard Control Organization (CDSCO), Clinical Establishments Act, National Medical Commission Act | 0.5 |
| 3 | Market Leaders | Apollo Hospitals (India), Mayo Clinic (Global) | 1.5 |
| 4 | Start-ups | Practo (scale‑up), PharmEasy (unicorn, hospital‑adjacent through delivery and access) | 0.5 |
| Pharma, Nutrition & Wellness | |||
| 1 | Core DNA | Scientific validation, consumer trust, and regulatory adherence | 0.5 |
| 2 | Regulations | Food Safety and Standards Authority of India (FSSAI), AYUSH guidelines, Drugs & Cosmetics Act, Nutraceutical Regulations | 0.5 |
| 3 | Market Leaders | Sun Pharma (India), AstraZeneca (Global) | 1.5 |
| 4 | Start-ups | OZiva (scale‑up), HealthKart (unicorn) | 0.5 |
Meet Our Lead Professors
Srinivas Kannan is the Director at Aster Health Academy, with extensive experience in education, publishing, and healthcare edtech. He has played a key role in building and scaling the academy, focusing on professional education for healthcare practitioners.He has previously held leadership roles at organizations such as Medvarsity, HCL Talentcare, and Pearson, where he worked on business growth, product development, and operations across geographies.
Mr Srinivas Kannan,
Director, Aster Health Academy
Industry Anchor
Industry Anchor
Extended Curriculum Team
- TBD