PGDM(C) Admissions Brochure 2011-13

MICAA dIAlogue wIth A prospeCtIve student

www.mica-india.net

MESSAGE froM thE DirEctor

It gives me great pleasure in introducing to you MICA’s admissions brochure. MICA is

in a process of rejuvenation and is placing itself as one of the foremost communications

management schools in the world. India is one of the fastest growing economies in the

world and it needs smart students who can change the face of its business activities,

once they graduate.

this unique programme combines high-level inputs with international immersion at

universities around the globe. the learning in the course takes place in many different

ways so that the students get a good idea of the challenges facing the global economy.

the intellectual capital available at MICA provides a challenging environment for

prospective students to sharpen their skills to meet current and future industry

requirements in the field of communications management. we also research actively

and this research informs our curriculum design and execution.

I join the MICA community in inviting you to read through the brochure, which

addresses many of the typical questions that may arise so that you can become one of

the individuals who we hope to develop into a well-rounded, creative and experienced

leader of the future. we look forward to welcoming you to MICA very soon.

Prof. Ashok ranchhod

oUr ViSioNto be the pre-eminent

communications management school

oUr MiSSioNto be a global leader in researching, educating,developing and practicing the art and science of communication for the betterment of humanity.

MICA

“i am in the final year of my graduation in Arts/commerce/Science/Engineering. What options do i have if i want to join a management school?”

if you are looking beyond business school you must

consider the fast growing area of communications

management. We recommend MicA to you.

“is MicA not an advertising school, or a mass communications/journalism school?”

MicA is a Management institute, offering programmes

in communications Management.

“What’s that?”

MicA is the institute where you learn all the

foundation courses in management. You also learn

how to apply these principles to all communications

driven businesses. Name one business today which

does not need communication!

Mahatma Gandhi moved the entire nation, how did

he manage it?

the Bolshevik revolution – it started with

only four people. how did they manage to motivate

the whole nation?

how is that the world knows as Nike?

they did so with effective communications.

MicA offers knowledge and skills of communications

Management.

“ok… tell me, in what businesses can i build a career by learning communications Management?”

Brand communication, Advertising Management,

Media Planning and Strategies, Marketing research

and Data Analytics, Public relations, corporate

communications, retail and Design communications

and NGo Management. Now-a-days every business –

from pin to piano – needs to communicate.

“hmm… but tell me what subjects will i learn at MicA?”

Let us see the courses and subjects offered at

MicA and you can compare them with leading

management institutes...

General ManagementIndividual dynamics

Interpersonal and group dynamics

organizational Behaviour and dynamics

Finance and Accountancy

Business ethics and policy

Managerial economics and decision sciences

strategic Management

IBIZsIM

Marketing ManagementMarketing strategy

retail Management

product and Brand Management

services Marketing

relationship Marketing

sales and distribution Management

International Marketing

return on Marketing Investment

rural Communication and Marketing

social Marketing

Internet Marketing

Creativity as a strategy

Advertising and Brand ManagementAdvertising Management

strategic Brand Management

Account and Campaign planning

Integrated Marketing Communications

International Brand Management

Managing Brand and Marketing performance

Creative Appreciation and persuasion

Consumer discoveries

Brand valuation

FMCg Branding

evaluating Brand Communications

design principles for BM

luxary Branding

Managing Brand and Marketing performance

neural Marketing

human and humane dimensions of Marketing

students are equipped to manage the entire integrated marketing process of a business, including:l researchl formulating strategiesl Evaluating strategic optionsl Planning and executing 360º campaigns

communicationsCommunication theory

Culture and Communications

development Communication

semiotics

Metaphors and narratives

Film studies

Indian Cinema

Communications research

Imagining India

legal Issues in Communications

Corporate Communications and reputation

Management

Climate Change Communication

Media ManagementBusiness of Media: print and electronic Broadcast

Media planning and Buying

Media Marketing

Media research

Introduction to entertainment Industry

Media Audit

Media laws and ethics

Media economics

Cybercultures

emerging Media platforms

Advance Audience and Media research

Marketing research and consumer insightresearch Methodology

Multivariate data Analysis

Consumer Behaviour and Insight Mining

Advanced Qualitative research

Modelling in Marketing research

econometrics for Marketing research

online research and data Analytics

Applied Areas in Marketing research

Practical Skills and Enabling techniquesBusiness and demand Forecasting

Career roles and Identity

project Management

statistical package for the social sciences (spss)

Media software workshop

simulation of strategy

urban retail studies

rural project

Blue ocean stragegy simulation

MArKstrAt – Marketing simulation

MArKops simulation

ABoUt MicA AND itS PoSt GrADUAtE DiPLoMA iN MANAGEMENt (coMMUNicAtioNS)

StArtED iN 1991, Mudra Institute of Communications, Ahmedabad (MICA) is an autonomous

non-profit management education institution. the programme is approved by the All India Council

for technical education (AICte) and recognized by the department of science and technology

(dst), government of India. MICA has set a precedent as the first residential academic institution

in the country, and perhaps in the Asia-pacific region, wholly dedicated to meeting the needs of the

communications industry.

Communication is at the heart of MICA’s academic programmes since its inception. the millennium

heralded forces of change at work in the market. the accelerated diffusion of information technology,

the frenetic proliferation of media and new media options, the heightened and global competition,

the established reality of fragmented markets, and the indispensability of technology redefined the

ways in which markets and consumers interact. MICA made the transition from communications

to communications management realizing that a response to the emerging consumer needs will be

crucial component of business leadership.

MICA complements the role that management education plays in modernizing and professionalizing

communications-driven businesses. 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. A MICAn redefines the traditional role of a manager to steer

brands and organizations through the power of sharper consumer insight expressed through effective

communications. today, it is the alma mater of professionals who are serving in the brand communications

management, marketing research, advertising, public relations, event and entertainment management,

media sectors, and emerging communications-driven

businesses such as broadcasting, retail and design

communication, disaster management, oil and

gas sector, various government departments.

the institute’s reputation, carved over the

past 20 years by seasoned faculty and a global

alumni network, attracts the most talented

and ambitious young minds from India and

abroad. the MICA brand assures the delivery

of current, reliable and cost-effective communi-

cations management skills.

the single most important aspect that makes MICA

stand apart from the other management schools in the

country is the strength and design of its curriculum. the courses are structured and taught with the intention

of creating communications management specialists who are not only able to understand the multiple

requirements of business, specifically of those organizations that are communications-driven in realizing

their strategy and effectiveness, but are also uniquely skilled to identify innovative consumer insights.

MICA has a continuous feedback system made up of two streams. our alumni keep in touch with the

current batch of students and appraise them of the challenges in the real world. our visiting faculty,

drawn from practicing professionals and academics from around the world, cover every aspect of

communications management. together, they provide the balance to academic learning. MICA is

thus able to constantly update its curricula with relevance to its students’ career needs.

MICA

MicA is contemporary. freshness of spirit is characteristic of this institution. MicA believes

in facilitating learning and sharing ideas and experience rather than merely teaching, and

encourages experimentation and innovation. While encouraging each individual to develop one’s

potential, MicA also helps students understand and imbibe the value of teamwork.

the emphasis in the programme is to develop students’ skill in communications management. the

programme also focuses on:

l Imparting a sense of value that encompass not only work ethics, but also a commitment to, and a passion

for, marketing and communications as a science, especially in commercial and social organizations

l develop the mental discipline to blend concepts

and ideas with strategic planning and action

creatively and innovatively.

post graduate diploma in Management (Comm-

unications) pgdM(C) has set a remarkable pace

for itself since its inception in 1994. our success

is reflected in the recognition we have received

over the years. the active pgdM(C), with its 17-

year legacy has evolved into one of the premier

programmes in the country, endorsed by 100 per

cent campus placements by corporate houses in

India and in recent times, abroad.

SELEctioN critEriA

If you have a three-year Bachelor’s

degree* with minimum 50 percent marks

or an equivalent qualification in any

discipline recognised by the Association

of Indian universities or AICte, then

1 Apply online at www.mica-india.net

2 Appear MicA Admissions test

(MicAt)

MICAt is conducted at select venues

across the country, followed by group

exercise (ge) and personal Interview

(pI) for short- listed candidates, at the

MICA campus.

*final year students can also apply.

A

ro

bust curriculum that collaborative research and

research Projects taken

theoretical Global field Projects

research Projects Method

independent Live industry case Study

Learning Learning

the MicA

Method

corE fAcULtYAshok ranchhod (Director)Marketing

Arbind Sinha social & development Communication

Pradeep Krishnatray Marketing and development Comm.

A.f. MathewCulture and Communications

Anita B. Marketing

Ashok Kumar Media

falguni Vasavada Marketing

harmony Siganporia Communications

Kallol Das Marketing

Mini Mathur retail Communications

Naval Bhargava Marketing

rajneesh Krishna Marketing research

rita Kothari Culture & Communications

rohit trivedi entrepreneurship & research

Satyajeet Nanda social & development Communication

Saumya Pant gender & development Comm.

Shubhra Gaur organizational Behaviour

Subhash tendle Advertising

Varsha Jain Integrated Marketing Communication

Vina Vani Marketing research

ADJUNct fAcULtYAmar Gargeshtrans-creativity

Ashutosh DuttMarket research

c D MitraAdvertising Management

indrani Sen Media

Keval KumarCulture and Communication

rajan NairCopy writing

ViSitiNG fAcULtY (oVErSEAS)

Adriana Serbanpaul valery Montpellier university,France

Alladi Venkateshgraduate school of Management,university of California, Irvine, CA

Anantha S. Babbiliprovost and vp for Academic Affairs,texas A&M university-Corpus Christi, usA

Anthony Kentlondon College of Communications, university of Arts london, uK

Arvind Singhaluniversity of texas at el paso, usA

Ashok Ullalschool of International Business, reutlingen university, germany

calin GuraugsCM - Montpellier Business school, France

charlotte Krolokke univeristy of southern denmark, odense

David Birkswinchester school of Art,the university of southampton

David GriffithsBranding and design Management Consultant, uK

Ed D’Souzawinchester school of Art, university of southampton, winchester, uK

John Ensorhead of the school of Marketing, tourism and languages, the Business school, edinburgh napier university

K Pasupatitemerlin Advertising Institute, southern Methodist university, dallas, usA

Linda correllschool of Journalism, southern Illinois university, Carbondale, usA

Luiz MoutinhoFormer director of the doctoral programme, university of glasgowschool of Business and Management, uK

Murali NairsponsoroI, Inc.

Sally BrazierBusiness strategy Consultant and director – Ceostra ltd.

Srinivas MelkoteBowling green state university, ohio, usA

internship with vibrant and dynamic organisations

Stu

dent

-dri

ven

com

mit

tees

to

man

age

indu

stry

pro

jects

Live in rural india and understand rural lifesty

le

tea

m-b

uild

ing

acti

viti

es in

side

and

out

side

the

clas

sroo

m

cou

rses

and

wor

ksho

ps b

y ov

erse

as fa

culty

S

haring experiences with leaders from various sectors

inte

rnat

iona

l lin

kage

s fo

r du

al d

egre

es

c

ontemporary curriculum that is consistently updated

MicA offers you what any management school offers you,

plus something more. communications Management leads

you to senior responsibilities.

No wonder MicA alumni achieve positions of

responsibility in renowned companies. take a look at some

MicAns who made it to senior management.

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 1998vice president, Marketing and Communications, stAr tv

Arjun Ghosh 2000partner Atg, Mindshare


Stu

dent

-dri

ven

com

mit

tees

to

man

age

indu

stry

pro

jects


Stu

dent

-dri

ven

com

mit

tees

to

man

age

indu

stry

pro

jects


le

tea

m-b

uild

ing

acti

viti

es in

side

and

out

side

the

clas

sroo

m


le

tea

m-b

uild

ing

acti

viti

es in

side

and

out

side

the

clas

sroo

m

Glo

bal E

xpos

ure

intellect

in

tern

atio

nal i

mm

ersi

on fo

r cr

oss

cult

ural

lear

ning

D

edicated faculty engaged at forefront of research

in

tern

atio

nal i

mm

ersi

on fo

r cr

oss

cult

ural

lear

ning

D

edicated faculty engaged at forefront of research

cou

rses

and

wor

ksho

ps b

y ov

erse

as fa

culty

S


cou

rses

and

wor

ksho

ps b

y ov

erse

as fa

culty

S


inte

rnat

iona

l lin

kage

s fo

r du

al d

egre

es

c


inte

rnat

iona

l lin

kage

s fo

r du

al d

egre

es

c


Application-based insights from industry practitioners

S

tude

nt-d

rive

n co

mm

itte

es t

o m

anag

e pl

acem

ents

Application-based insights from industry practitioners

S

tude

nt-d

rive

n co

mm

itte

es t

o m

anag

e pl

acem

ents

Durlov Baruah 2001head, Internet and wireless Banking, deutsche BankAmogh Dusad 2002Assistant vice president, strategy planning, ndtv ImagineManmeet Vohra 2002Marketing director, tAg heuer, lvMh watch and Jewellery India ltd.Pankaj Bhalla 2003

sr. Brand Manager, oral Care – Central, eastern

europe, Middle east and Africa, p&gVivek Saraswat 2005senior product Manager, l’oreal Indiarashi Mittal 2006

Assistant Manager –

Influencer Marketing, p&gimran Khan 2007Area sales Manager, godrej Consumer products ltd.

ViSitiNG fAcULtY

A h Kalro Former director, IIMK

Amogh DusadAssistant vice president – strategy planning and research, ndtv Imagine

Anand halve Chlorophyll Brand & Communications Consultancy

Arijit Sengupta head, o&M pr

Basant rathore vice president, strategic & Brand development, Jagran prakashan ltd

Biju DominicCeo, Finalmile, Mumbai

harish Krishnamacharvice preident - south Asiaworld sport group (I) pvt. ltd., M.g. road, gurgaon

Jai Lalageneral ManagerMindshare Fulcrum, Mumbai

Jaideep Shergillpartner & Member - Corporate leadership teamhanmer Ms&l, Mumbai

Krishnan Anantha sr. vice president – Brand planning, lowe

Kunal Jeswani vice president, o&M Advertising

Madhukar Sabnavis Country Manager – dis-covery, o&M

Mahuya chaturvedi general Manager, lodestar universal, Mumbai

Manish Makhijanihindustal lever ltd, Mumbai

Meenakshi Madhvani Ceo, spatial Access Media solutions

Moinak Biswashead, Film studies, Jadhavpur universityMubin Khanvice president, Mudra ConnextPartha SinhaManaging partner, BBh India, MumbaiPraphul MisraCeo, netcarrots loyalty services, new delhiPraveen tripathidirector-planning r K swamy – BBdo, MumbaiPremchandra Kamath vice president, Market-ing and Communications, stAr tvrajiv BagayatkarAssociate director, Client service, AC nielsen org-MArg, Mumbai

rohit PathakCMI Manager, hul, Mumbairamesh Kumarvice president - strategic planning, ogilvy & Mather, BangaloreS K Palekarvice president – Marketingeureka Forbes ltd.Sandip Ghose sr. vice president – Corporate Affairs lafarge India pvt. ltd.Sanjeev Khannageneral Manager - Marketing, united spirits limited, BangaloreSantosh DesaiMd & Ceo, Futures group

Shazia Khanstrategic planning director, Jwt, Mumbai

Sundar ramanCeo, Iplt20, Mumbai

Swapnil S. Kumarsr. Brand Manager - Close-up, hindustan unilever limited, Mumbai

tarun KatialCoo, BigFM, Adlabs Films ltd.

rajkumar JhaCreative directorogilvy, new delhi

rEcrUitiNG PArtNErS

coMMUNicAtioN AGENciES Ambience Bates Contract Advertising elephant design equus euro rsCg FCB ulka Fountainhead genesis pr grey worldwide Jwt lemon Communications leo Burnet lowe Madison dMB & B McCann erickson Mudra Communications ogilvy & Mather rediffusion dY & r r K swamy – BBdo

MArKEtiNG SErVicESArvind Brands At & t Asia pacific Bajaj Allianz Insurance Baja Auto Blowplast Bpl Britannia Industries British American tobacco Cadbury’s Cadila Castrol Cavin Kare Cera sanitaryware Citifinancial Corporate voice shadwick

Covansys daimler-Chrysler India dr. Morepen electrolux equitor Consulting ernst & Young essar Fosters Frito lays India gAIl ge Capital gillette India glaxosmithKline godrej grasim Industries hCl technologies hdFC Bank hero honda hitachi hp

coNSULtANcY hul IBM ICICI Bank ICICI prudential IFB Industries Indian oil Corporation ItC Jl Morrison l’oreal Madura garments Mahindra & Mahindra Momentum Consulting Motorola onida Bpl pantaloons penron shipping reach tech reliance Infocomm

shaw wallace distillers siemens unIdo tAtA AIg tAtA Chemicals tAtA honeywell tAtA Motors tAtA teleservices thompsonConnect titan Industies torrent tvs electronics vodafone Yes Bank

MEDiA AGENciES Carat Media Initiative Media Madison Maximise India Mediaturf Mindshare Mpg India real Image Media starcom

MEDiA Aaj tak ABp BBC Big FM Business standard Channel v CnBC dainik Jagran disney enIl hindustan times India today Indian express

ndtv prime time Media sony entertainment star tv the economic times the hindu the times of India virgin Mobile Zee tv Zoom

MArKEtiNG rESEArch Absolutdata A C nielsen org-MArg Ambience Blackstone research evalue serve Fractals Frost & sullivan gallup genpACt hansa research IMrB IMrB (pQr) Indica research MBl-rCg pathfinders prudential Quantum research research International tns Mode tns Mode, singapore tAM Media research

PUBLic SEctorgovernment of gujaratongC rural electrification Corporation

NANYANG tEchNoLoGicAL UNiVErSitY, School of communications, Singapore

EScEM, School of Business & Management, france

chArtErED iNStitUtE of MArKEtiNG, UK

fLoriDA StAtE UNiVErSitY, USA

SoUthErN iLLiNoiS UNiVErSitY, USA

PforzhEiM UNiVErSitY pforzheim, Germany

UNiVErSitY of tExAS-PAN AMEricAN, USA

LoNDoN coLLEGE of coMMUNicAtioN, University of Arts, UK

iNStitUtE of coMMUNicAtioN, UA&P, Philippines

UNiVErSitY of fLoriDA, USA

SoUthAMPtoN BUSiNESS SchooL, Southampton Solent University, UK

ViEtNAM MArcoM, hcM city, Vietnam

ANGLiA rUSKiN UNiVErSitY, UK

UNiVErSitY of rEGiNA, canada

MEMBEr

Griffith UNiVErSitY, Queensland, Australia

UNiVErSitY of EASt LoNDoN, UK

UNiVErSiDAD ESAN, Peru

BUDAPESt BUSiNESS SchooL, hungary

MicA is also a fulbright Affiliate degree institute.

oPPortUNitiES for iNtErNAtioNAL trAiNiNG

MicA believes and encourages students to avail international exposure to prepare them for Global leadership in management. this exposure consists of student exchanges, study tours, research projects and many similar activities.

Association of Management DevelopmentInstitutions in South Asia

ANNUAL StUDENt AWArDS & SchoLArShiPS At MicA

Prof. Nirmal Goswami Award of Excellence in Advertising course

Director’s Award for Academic Excellence

four Best Dissertations

MicA-tAM Media Scholarship Excellence for the three Best Dissertations in Media Management

Divya Bhaskar Scholarship of Academic Excellence in Media Management

first Place in Media Management concentration

first Place in Marketing research concentration

first Place in Brand Management concentration

first Place in Account Planning and Management concentration

AAAi raman Memorial trophy (Scholarships) in Account Planning and Management

Subhas Ghosal Award of Academic Excellence in Brand Management

Mani Ayer Award of Academic Excellence in Account Planning & Management

future Awards between MicA & oMS for the three Best Dissertations

Merit certificate and reimbursement of expenses towards their lodging and boarding (term-6)

to student getting a cGPA of 3.5 or above in term-6

Best rural research Project

StUDENt LifE At MicA

It is considered desirable that students actively participate in

co-curricular activities in addition to their other academic

commitments. these co-curricular activities definitely add value

to the holistic learning envisioned in the curriculum design.

MicAMiNDS

MICAMInds is the student consultancy arm, through which

students apply academic learning to live projects for external

clients. groups of students are required to pitch for projects,

conduct research and present reports to clients. they can ask

for assistance from the faculty for these projects.

MicA Lecture Series (MLS)

From time to time the institute offers insights into the workings

of Corporate India by bringing in eminent personalities from

industry to address the students on issues relating to organizational

excellence. these sessions require compulsory attendance.

Sports

MICA feels very strongly that a healthy body creates a healthy

mind. It therefore offers excellent gym facilities, tennis, golf,

volleyball, basketball, swimming and yoga. we also have a

spiritual counsellor on the campus.

MicANVAS

this annual student meet is an opportunity for

MICAns and students from other institutes all over

the country to share their learning and talents. the

event also attracts professionals for panel discussions

on issues concerning the world of communications.

Sankalp

sankalp is the in-house theatre society, which forms a very

integral part of every MICAn’s life. like everything else at

MICA, sankalp is handled with the utmost professionalism

and class. sankalp’s annual production is an eagerly awaited,

well-attended event in Ahmedabad.

Black coffee

the in-house magazine provides an outlet for the literary

creativity of students. Managed by a literary society, the

magazine is designed, edited and printed for circulation

in-house. like other activities on campus, passions run

high on paper too!

trinetra

Film is an important medium of communication and the

MICAns keep in touch through screenings of all-time

greats, followed by panel discussions.

on campus Assistantship

Faculty members, from time-to-time, given the nature

of the projects they are handling, will announce project-

based requirements for assistance. the students can sort

out the terms with the faculty member concerned and take

up these jobs. these assignments offer insights into live-

project management with learning experience.

ragging is strictly prohibited on

the campus.

thE StANDiNG coMMittEE

MICA is guided by experts from the industry and the academic world, experts who at the

same time conjugate an understanding of what the student needs with an appreciation of

the requirements of the professional world. the standing Committee upholds the vision

and mission of MICA and ensures its dynamism.

Pradip N. KhandwallaChairman

Former director

IIM, Ahmedabad

Madhukar KamathMember

Managing director and Ceo

Mudra Communications pvt. ltd., Mumbai

hema ViswanathanMember

president

Barometer research, Mumbai

Ashok ranchhodMember

director

MICA, Ahmedabad

Arbind SinhaMember

dean

MICA, Ahmedabad

Pradeep KrishnatrayMember

dean – research

MICA, Ahmedabad

KGK PillaiMember secretary

executive registrar

MICA, Ahmedabad

For details about application forms, admissions, eligibility, and

selection procedure write to the Admissions office at

Mudra institute of communications, Ahmedabad (MicA)

shela, Ahmedabad – 380 058 gujarat IndIA

tel: + 91-2717-308250 fax: + 91-2717-308349

email: [email protected]

Apply online at www.mica-india.net

“Mudra institute of communications, Ahmedabad

is developing skills for brand maintenance.

teaching and research at MicA can also address

the students how to evolve a brand institution.”

ApJ Abdul Kalam, Chief guest, MICA’s 13th Convocation

des

igne

d by

Jal

p l

akhi

a/M

ICA

des

ign

stud

io

PGDM(C) Admissions Brochure 2011-13

Documents