Post Graduate Certificate in Management (PGCM) in
Advertising and Marketing Communication
There's never been a formal pathway for the creative minds who dream up campaigns that move millions. Until now.
MICA's Post Graduate Certificate in Management (PGCM) in Advertising and Marketing Communication programme fills a 70-year gap in advertising education. This intensive 11-month journey transforms passionate creatives into strategically grounded professionals who understand that great ideas need both artistic vision and business acumen to change the world.
Since 2000, we've graduated close to 1,000 students who now lead creative departments, build award-winning campaigns, and shape the stories that define brands across industries. This is where creativity learns to craft impact.
What You'll Master
- Strategic Foundation Learn to decode marketing strategy and brand planning, understand what drives consumer decisions, and master the dynamics of brand building through cultural insight and research excellence.
- Creative Ideation Develop the ability to generate unexpected, relevant ideas quickly and defend your creative work from a strategic viewpoint — the hallmark of truly effective creative professionals.
- Copywriting Mastery Transform ideas into persuasive language across print, television, radio, and digital platforms. Master the art of communication that moves people to action.
- Art Direction Excellence Understand visual storytelling principles, master aesthetics, layout design and film production, and learn to balance visual elements, typography, brand language, colours, and tone into cohesive creative expressions.
The Learning Experience
- Core Courses MICA Core, School Specific courses and Domain Specific Courses which deal with creativity in a step-by-step manner starting from orientation to practice
- Practical Application Briefs and challenging assignments which simulate real-life tasks and activities
- Individual Mentoring One-on-one sessions with industry veterans for personalised feedback.
- Immersion and Portfolio Presentation Immerse in international culture and develop your portfolio to exhibit for real-world validation.
Your Creative Timeline
June: MICA Core
Orientation and Understanding MICA’s Core – Ways of Being, Ways of Seen and Way of Learnings
June - September
School Specific Core:
You will start by knowing the self, becoming familiar with the Art of Imagination, the Art of Creativity and the Art and Science of Innovation. You will also learn the foundations of entrepreneurship and the essentials of Semiotics. This term will close with the integration studio where you will lead the self to creating Artefacts using the Multi-Lens Synthesis.
Domain Specific Core:
Here you will start from the basics of Marketing Communication to working with Insights (Understanding, Articulating and Extracting creative ideas), to writing briefs and being able to work through advanced visual storytelling.
October – January: Major Specialisations And Portfolio Development
Strategy and Copywriting
You will specialise for portfolio development in Strategy and Copywriting for Print and Outdoor, Television, Social Media, reels and viral videos, along with YouTube Videos, and Influencer Campaigns
January – February: Internship
Every Student will have a 45-day Internship in industry along with hands-on practical experience
March – April: Experiential and Immersion
The students will study local culture and formulate digital media campaign through International Immersion to develop their portfolio for exhibition.
Faculty Who've Lived the Dream
Core Faculty
Prof. R.M. Simha
Program Chair, Agency Veteran (Ex-Leo, FCB, GroupM)
Dr. Falguni Vasavada-Oza
TEDx speaker, Content Creator
Industry Stalwarts Include:
Suraja Kishore
Nivedita Deshmukh
Kaivalya Kulkarni
Pooja Manek
Lalita Agnihotri
Your Creative Career Awaits
- Strong Industry Partnerships
Placement support with leading creative agencies including Ogilvy, BBDO, DDB, and emerging digital agencies transforming the communication landscape. - Portfolio That Opens Doors
Graduate with a comprehensive portfolio built through real briefs, live projects, and continuous industry feedback. - Network That Lasts
Join nearly 1,000 alumni who hold senior creative and leadership roles across agencies, production houses, and brand marketing teams.
Who Should Apply
- Digital Natives Passionate about storytelling and visual communication.
- Creative Graduates From any discipline, with a flair for creative thinking and expression.
- Career Switchers Working professionals looking to transition into creative roles.
- Content Entrepreneurs Aspiring business owners planning content-driven ventures.
Your Path to Admission
The Creative Assessment Process
- Submit Application Include your academic credentials and background information.
- Portfolio Submission Showcase your creative thinking and articulation abilities.
- Electronic subjective test (CEST)Showcase your creative thinking and writing skills through an online subjective test.
- Personal Interview An interaction to assess your creative potential and program fit.
- Final Selection Based on a holistic evaluation of creativity, communication skills, and passion for the industry.
Selection Criteria
- Imagination Testing your ability to think creatively and outside conventional boundaries
- Articulation Assessing command over language and ability to express ideas clearly
Investment & Support
Program Fee
Financial Support
Placement Support
Dedicated career services ensuring you land roles that match your creative ambitions
Where Creativity Meets MICA
This is more than creative education – it’s transformation into a creative professional who understands that great ideas need strategic thinking, cultural insight, and business acumen to create lasting impact.
Ready to Master Your Craft?
The advertising world needs strategically-minded creatives who can bridge artistic vision with business reality. The digital landscape demands storytellers who understand both creativity and commerce.
At MICA, you don’t just learn to be creative – you learn to be creatively successful.