the post graduate diploma in management – communications (pgdm

the post graduate diploma in
management Ð communications
(pgdm-c)
Being contemporary in nature and fresh in spirit, MICA believes
in facilitating learning and sharing ideas and experiences, rather
than merely teaching. It encourages experimentation, ideation
and exploration. At MICA, we sow ideas, cultivate mind spaces and
harvest solutions, thus addressing the needs of an ever-changing
environment. The institute provides specialists in the field of
Strategic Marketing and Communication, assuring the delivery
of relevant, reliable and cost-effective skills.
Welcome to
The School of Ideas
Meet Kaavya*, a consistent topper at MICA. Post her first year coursework as a
PGDM-C student, an unfortunate accident had left her bedridden. Two years later,
undeterred by MICAÕs rigorous selection process, she qualified the admission test
and joined back as a first year student. Continuing her academic excellence, Kaavya
Dusaanj graduated from MICA as an exemplary student. Such instances not only
inspire us to constantly deliver our best, but also serve as a strong reminder, of the
quality of education that MICA offers to the world.
Established in 1991 with 50 students on campus, the idea called ÔMICAÕ has evolved in a short span
of time, as the only Strategic Marketing and Communication school in India that is academically
engaging, with contemporary yet holistic values and over 350 students on campus today.
Having announced our refreshed vision and identity in March 2014, we are now MICA and not
ÒMudra Institute of Communications, Ahmedabad.Ó Our vision is not limited to Ahmedabad but
to India and the world. We do, however, retain our tagline, ÒThe School of IdeasÓ Ð a rich part of
our history, starting with advertising and moving on to marketing, brand management, digital
communication and a passionate focus on development communication.
MICAÕs renewed vision is ÔTo Create Leadership in Strategic Marketing and CommunicationÕ. Our
consistent effort to strike a balance between both domains reflects our core strengths and makes
way for a positively charged future. We integrate multiple perspectives and philosophies in our
own unique design - we are analytical and creative; we are task-oriented and relational; we crunch
numbers and we write poetry. MICA equally and simultaneously focuses on three bottom lines People, Planet and Profit.
A MICAn shines through in her understanding of the relevance of emerging avenues in Strategic
Marketing and Communication, to todayÕs industry and society and in being well-equipped to deal
with their myriad complexities. A MICAn redefines the traditional role of a leader, to steer brands
and organisations through the power of sharper consumer insights, expressed via innovative, yet
effective communication.
MICAÕs curriculum moulds its students with equal strength in logic and creativity and more
importantly, students who focus on multiple bottom-lines, with a special emphasis on financial,
human and environmental implications. Its flagship programme, the PGDM-C is approved by the
All India Council for Technical Education (AICTE) and the Association of Indian Universities (AIU).
This programme has set a remarkable pace and recognition for itself, with 100 percent campus
placements across corporate houses in India and abroad.
Staying cutting-edge, MICA takes pride in being the first in India to have introduced a specialisation
dedicated to Digital Communication Management. Consequentially, MICAÕs PGDM-C students have
become aware of the digital ecosystemÕs developments and the social and business opportunities
therein. There has been a significant increase in digital media companies that have visited MICA to
recruit in 2014 Ð with 21% companies (19 out of 90), recruiting 28 % of our students (40/153).
The single-most important aspect that makes MICA a cut above the other management schools
is the strength of its curriculum, designed to create Strategic Marketing and Communication
specialists. While the Faculty, drawn globally from the industry and academics, cover every aspect of
the relevant domains, the Alumni connect with the current batch of students and apprise them of
the real-world challenges. MICA is thus able to constantly update its curricula with relevance to the
studentsÕ career needs, by focusing on:
l Imparting a sense of value that encompasses a commitment to and a passion for the science of
Strategic Marketing as well as the art of Communication and work ethics.
l Developing the mental discipline to execute concepts and ideas with creative innovation.
Recognised as an autonomous non-profit management education institution, MICA is a Fulbright
Affiliate Institute, as well as an approved and accredited partner of the Chartered Institute of
Marketing, UK. MICA is also a member of the Association of Asia Pacific Business Schools (AAPBS)
and the Association of Management Development Institutions in South Asia (AMDISA). MICA has
tie-ups with eleven institutes across the globe with focus on faculty, student exchange and joint
research. MICAÕs reputation carved over the past 23 years by seasoned faculty and a global alumni
network, attracts the most talented and ambitious young minds from across India and abroad.
As MICAÕs President and Director, I am proud of these significant achievements and wish we attain
even greater heights in the years ahead. By 2020, I envision MICA to be a universally obvious choice
for people seeking world-class education in Strategic Marketing and Communication. Their search
should begin and end with MICA.
I join the MICA community in welcoming you to read through the brochure, which addresses many
of the typical questions that may arise, so that you can become one of the aspirants who we hope to
develop into a well-groomed, creative and an exceptional leader.
Welcome to MICA. Welcome to the School of Ideas!
Prof. Nagesh Rao
President & Director, MICA
*name changed on request.
ÒI envision MICA to be a universally obvious choice for people
seeking world-class education in strategic marketing and
communication. Their search should begin and end with MICA.Ó
Brand MICA
MICA recently unveiled its strengthened strategic intent and refreshed visual identity. LetÕs walk
down MICAÕs memory lane to be on the same page as far as the brand refresh is concerned.
Having evolved over multiple areas of focus Ð Advertising to Brand Management to Media
Management to Marketing Research to Digital Communication Management Ð offering a wide
range of academic programmes during the past two decades, MICA now has three residential
programmes Ð the Post Graduate Diploma in Management - Communications (PGDM-C), the
Post Graduate Certificate Programme in Crafting Creative Communications (CCC) and the Fellow
Programme in Management - Communications (FPM-C).
Given that we are now focused on a broader set of industries, the name ÒMudra Institute of
Communications, AhmedabadÓ has been replaced with just ÒMICAÓ, which is industry neutral.
However, we retain the tagline ÔThe School of IdeasÕ as it best defines MICA. Our new vision
statement is ÔTo Create Leadership in Strategic Marketing and CommunicationÕ.
The refreshed visual identity is a marriage of the constant evolution of the institute and the
universality of the Fibonacci spiral. In nature, The Fibonacci spiral allows an organism to grow while
maintaining the original shape. The spiralling triangles encapsulate our growth while retaining our
distinct identity. The science of Strategic Marketing exists in the primary symbol i.e. the triangle; the
art of Communication finds itÕs manifestation in the flexibility to constantly evolve. The unlocked
triangles allow for openness and dialogue, yet maintain a strong connection amongst the many
stakeholders. The colour red symbolises strength, passion, commitment and dedication to a cause, a
purpose, a focus Ð an equal and simultaneous focus on people, planet and profit.
Leonardo Fibonacci, an Italian mathematician born in the 12th century, is known
to have discovered the 'Fibonacci Series' - a sequence of numbers where each
successive number is the sum of two previous numbers.
e.g. 1+1 =2, 1+2 =3, 2+3=5, 3+5=8, 5+8=13 É i.e. 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144 É
These numbers possess a number of interrelationships, such as the fact that any
given number is approximately 1.618 times the preceding number.
This Spiral is derived via the
Golden Rectangle, a unique rectangle
which has the Golden Ratio. When
squared, it leaves a smaller rectangle
behind, which has the same golden
ratio as the previous rectangle. The
squaring can continue indefinitely
with the same result. When you
connect a curve through the corners
of these concentric rectangles, you
have formed the golden spiral.
The MICA Governing Council
Our Vision
To create leadership in
Strategic Marketing and
Communication.
Our Mission
To develop innovative leaders
in the practice, development and
management of Strategic Marketing and
Communication; to serve the needs of
industry and society through
education, research
and advocacy.
Madhukar Kamath (Chairperson)
Group CEO & Managing Director
DDB Mudra Group
Mumbai
Indu Shahani Ph.D.
Principal
HR College of Commerce & Economics
Mumbai
Anantha S. Babbili Ph.D.
Carnegie Foundation Ð CASE Professor
Texas A & M University Ð Corpus Christi
Corpus Christi, Texas
USA
Nagesh Rao Ph.D.
President & Director
MICA
Ahmedabad
Bhaskar Das Ph.D.
Group CEO
Zee News Cluster
Mumbai
Sandeep Menon
Global Practice Leader
Digital Design & Strategy
Cognizant Interactive
Bengaluru
Hema Viswanathan
President
Barometer Research
Mumbai
Santosh Desai
Managing Director & CEO
Future Brands Ltd.
New Delhi
Sethu Iyer (Secretary)
Acting Executive Registrar
MICA
Ahmedabad
About MICA
Established in 1991, MICA is the only residential institute in the country and perhaps in the AsiaPacific region, dedicated to creating Leadership in the Strategic Marketing and Communication
domains since nearly two decades. A top rated institute, MICAÕs flagship Post Graduate Diploma in
Management - Communications (PGDM-C), is an AICTE approved two-year, full-time, residential programme which has been deemed equivalent to an MBA, by the Association of Indian Universities (AIU).
The PGDM-C offers five specialisations
l Brand Management
l Marketing Research and Analytics
l Digital Communication Management
l Advertising Management
l Media Management
MICAÕs Fellow Programme in Management - Communications (FPM-C), is the only of its kind AICTE
approved doctoral level programme that encourages both fundamental and applied research
in the Communication domain, with offerings in the sub-areas of: Communication and Media,
Communication and Marketing, Communication and Culture and Communication and Social Change.
Offering specialisations in Crafting Copywriting and Art Direction, the Post Graduate Certificate
Programme in Crafting Creative Communications (PGCP-CCC) moulds highly skilled professionals,
with a high calibre for creative careers in Marketing Communication.
Having communication at the heart of its academic programmes, MICA provides the industry with
innovative leaders who have the mental discipline to creatively blend concepts, ideas, strategic
planning and action. MICAÕs PGDM-C embeds in them a sense of value that encompasses a
commitment to and a passion for marketing and work ethics. Summer internships, writing case
studies and doing in-depth research, provides practical learning, academic depth and a holistic and
creative thinking approach. Via rigorous methodology guidelines, the dissertation work across industry
sectors encourages a passion for research amongst the students, thus transforming them into
individuals who can plan, research and execute complex ideas.
Of late, the world looks at the digital space as an answer to a lot of their marketing and branding
needs. As a timely response to this emerging industry need, MICA has introduced a new
specialisation in Digital Communication Management, to keep its students contemporary in this
dynamic business world and its digital revolution.
MICA has a strong industry interface through activities such as Management Development
Programmes, consultancy and collaborative research. Its wide array of avenues such as MICAMINDS
(Student Research and Consultancy Cell), Micanvas (Annual Marketing Management Festival) and
the MICA Lecture Series (MLS), engage the students with the industry, augmenting their learning
and building their competencies.
Today, MICA is the alma mater of professionals serving in leadership positions in some of the best
known companies, in marketing, brand management, research and analytics, advertising, media,
digital and other strategic marketing and communication-driven businesses in India and the world.
MICA believes that managerial leadership is based on sound
and in-depth knowledge, ethical concerns and appropriate
behavioural orientation. The PGDM-C curriculum is designed
to enhance knowledge and shape the behaviour of students by
innovative pedagogical tools. The curriculum is updated through
a zero base review every year as we are firmly rooted in the
Strategic Marketing and Communication domains, which are
dynamic and fast evolving in nature.
Education. Research.
Consultancy.
C U R R I C U LU M
D E S I G N
The PGDM-C curriculum at MICA incorporates the rapid changes in the environment, plugging the
knowledge gaps with the introduction of new courses. Many of the latest trends across the industry
sectors that are anticipated have been offered in the curriculum at MICA. The existing specialisations
are reconfigured regularly to keep the curriculum relevant and new specialisations are introduced to
address the emerging trends in the domains of Strategic Marketing and Communication.
Specialisation Courses
Brand Management
Media Management
l Strategic Brand Management
l Strategic Audience Research and Media
l Decoding Consumer Categories and Brands
l Media Audit Workshop
l Luxury Branding
l FMCG Branding
Advertising Management
l Introduction to Account Planning &
Management
l Decoding Consumer Categories and Brands
l AP Ogilvy Workshop
l Creative Judgement
l Ad Tracking and Evaluation
Marketing Research and
Analytics
l Consumer Insight Mining
l Online Research
l Applied Areas in Marketing Research
l Econometric Tools for MR
l Advertising Research
l Advanced Qualitative Research
Planning
l Business of Media (Print, Electronic and OOH)
l Business of Entertainment Media (Films,
Events and Gaming)
Digital Communication
Management
l Online User Behaviour
l Technological Trends Enriching Consumer
Experience
l Online Display/Video Advertising
l Ideation and Customer Discovery
l Integrated Content Management
l Search Marketing
l Social, Local and Mobile Marketing
l Digital Marketing Metrics
l Big Data Analytics
l Customer Validation and Creation
l Integrated Digital Campaign Planning
l Business Case Formation
The Knowledge Exchange and Information Centre (KEIC)
C U R R I C U LU M
D E S I G N
C U R R I C U L U M
D E S I G N
Core Courses and General Electives (E)
General Management
Marketing
Communication
Media
l Quantitative Techniques
l Marketing Management
l Social Sciences and Communication
l Introduction to Media & Society
l Individual Dynamics
l Consumer Behaviour
l Communication Theory
l Media Laws & Ethics
l Elements of Business Finance
l Interpersonal & Group Dynamics
l Micro Economic Analysis & Policy
l The Photo Novel Company
l Research Methodology
l Macro Economics (Environment & Policy)
l Organisational Dynamics and HRM
l Cost & Management Accounting
l Multivariate Data Analysis
l Operations Management
l Strategic Management
l Business Ethics & Corporate Governance
l Scamper
l Excel Workshop Macros
l Introduction to Entrepreneurship & Venture
Creation
l Negotiation
l Leadership Workshop
l Taxation: Personal and Corporate
l Banking, Financial Services and Insurance - E
l Crafting Dissertation Workshop - E
l New Venture Creation and Entrepreneurship - E
l Pricing - E
l Urban Retail Studies
l Advertising Management
l Product Management
l Imagining India
l Development Communication and Social
Marketing
l Services Marketing
l Introduction to Science, Technology and
l Sales & Distribution Management
l Semiotics
l Markstrat
l Culture and Communication
l Strategic Brand Management
l Integrated Marketing Communication
l Marketing with Responsibility
l Strategic Design Management
l Use of SAS for Data Analytics
l Gamification
l Retail Management & Shopper Marketing - E
l Innovation Marketing - E
l Customer Relationship Management - E
l Sports Marketing - E
l B2B Marketing - E
l Corporate Communication and Reputation
Management - E
Society
l Rural Marketing and Communication
l Film Studies
l Rural Research Field Work
l Rural Research Workshop
l Persuasive Written and Visual Communication
l Cybercultures - E
l Metaphors and Narratives - E
l Introduction to Media Planning
l Media Economics
l Societal Change in Contemporary India
l Media Agenda Setting
l Reporting News
Digital Communication
Management
l Digital Transformation Frameworks
l Information and User Experience Design
l Introduction to Digital Marketing
l Online Ethics and Morality
l Internet Based Retail - E
P R O M I N E N T
A L U M N I
Brand
Management
Amit Sharma VP Ð Marketing,
Max Life Insurance
Amrish Goyal
Head Ð Windows Business
Group, Microsoft
Andrew Williams
Group Brand Manager,
Asian Paints
Aparna Mahesh
Brand Head, Quikr.com
Apurva Sircar
Head Ð Brand, Insights,
PR and Product Marketing,
IDBI Life Insurance
Arjoon Bose
Global Marketing Manager,
LÕOreal UK
Arti Buxi
Global Commercial and
Innovation Manager Ð
Coffee Solutions, Nestle
Arun Sharma Brand Manager, PepsiCo
Arvind Krishnamurthy
Product Marketing Manager,
Apple
Ashish Joshi
Regional Marketing Manager Ð
Asia Pacific, Abbott Nutrition
Gautam Chhatwal
Head Ð Brand Properties, Aircel
Gurkeerat Singh Virk
Category Development
Planning Manager, SABMiller
Manmeet Vohra
Director Ð Marketing and
Category, Tata Starbucks
Kabir Kumar
Category Manager,
Reckitt Benckiser
Kanika Mittal
Head Ð Marketing and Brand
Communications, Reebok India
Kedar Lele
General Manager Ð Sales and
Customer Development, HUL
Krishnendu Dasgupta
Global Brand Manager Ð
Radiant, HUL
K S Muralidhar
Head Ð Brand and Media,
Bharti Airtel
Neelesh Suryavanshee
Director Ð Personal Care Cluster,
SE Asia & Australia, Unilever
Nilkanth Iyer
Leader Ð Strategy and
Marketing, IBM India
Pankaj Bhalla
Associate Marketing Director,
Global Oral Care,
Procter & Gamble
Ruchira Jain
General Manager Ð Marketing,
PepsiCo
Shankar Sundararaman
Regional Marketing Manager,
Microsoft
PP RR OO M
M I I NN EE NN TT AA LL UU M
M NN I I
Sushant Dash
Global Brand Director,
Tata Global Beverages
Utkarsh Saxena
AVP Ð Marketing, GE Capital
Utkarsh Thakur
Marketing Head Ð International
Business, Titan Industries
Venkat Nettimi
VP Ð Strategy,
Credit Information Bureau
Advertising
Management
Arvind Krishnan
MD, BBH India
Ashutosh Sawhney
Executive Vice President,
Publicis Capital
Dennis Koshy
Vice President Ð Bengaluru,
DraftFCB Ulka
Dheeraj Sinha
Chief Strategy Officer Ð South
& South East Asia, Grey
Worldwide
Jasravee Kaur Chandra
Vice President, JWT
Kapil Arora
President Ð Branch Head,
Ogilvy and Mather Advertising
Kunal Jeswani
Chief Digital Officer, India,
Ogilvy & Mather
Navonil Chatterjee
Vice President & Executive
Planning Director Ð South, JWT
Neeraj Bassi
President Ð Planning, Ogilvy &
Mather
Rahul Gupta
Managing Partner & Regional
Operations Director Ð Asia
Pacific, Ogilvy & Mather
Rohitash Srivastava
Chief of Strategic Planning,
Future Ideas
Saurabh Varma
CEO, Leo Burnett India
Shahzad Khan
General Manager Ð Africa,
OgilvyOne Worldwide
Shaleen Sharma
Partner-National Planning &
Strategic Initiatives, R K Swamy
BBDO
Shivaji Dasgupta
Senior Vice President & General
Manager Ð New Revenues,
Contract Advertising
Siddhi Prada Bhattacharya
Brand Strategy Director,
R K Swamy BBDO
Sonal Jhuj
Director Ð Brand Strategy,
DDB Mudra
Subramanian Krishnan
Regional Planning Director,
Ogilvy, Hong Kong
Sumit Pillai
Director Ð Planning, Alpha 245
(Leo Burnett Group)
Vishya Sankaranarayan
Co-CEO, Flamingo Mumbai
Vivek Chaturvedi
Director, Siber Strategic
Communications Pvt. Ltd
Marketing
Research and
Analytics
Aarthi Natarajan Shankar
Account Director, Millward
Brown
AJR Vasu
Director Ð Analytic Consulting,
Nielsen
Anubha Gupta
Director, Nielsen India
Ashish Rishi
Principal Consultant,
Ma Foi Analytics
Eldo Scaria
Manager, Market Research &
Consumer Insights,
General Motors
Garima Dhoot
Research Director & Unit Head,
Hansa Research
Harsh Sarda
Executive Director Ð Consumer
Research (Africa), Nielsen
Kartikeya Varma
Head Ð Client Services, Indian
Readership Survey, Nielsen
Kizie Basu
Head Consumer Insights Ð
Oral Care Asia, Unilever
Madhumita Chakraborty
General Manager Ð Consumer
Insights & Strategy, PepsiCo
Nishant Kaushal
Regional Client Director Ð
APAC,TNS
Pallavi Mathur
Lal Research Director, Ipsos
Parthasarathy Vallabhajosyula
Co-Founder, Analytics Quotient
Peri Ramakrishna
Director Ð Customer & Market
Analytics, Hewlett-Packard
Radhika Bhatia
Consumer Insights Specialist,
McKinsey & Co
Rama Jeswani
Vice President,
MarketGate Dimensions
Ratnakar Mani
Director Ð Insights & Analytics,
Universal McCann
Rishi Saxena
Research Director,
Publicis Groupe Media
Sandeep Arora
Global Head Ð Research &
Analytics Solutions,
Datamatics Global Services
Satyakam Mohanty
Director & CEO,
Ma Foi Analytics
Sharanya Sitaraman
COO Ð APAC,
Quantum Consumer Solutions
P R O M I N E N T
A L U M N I
Shelley Sengupta
Head Ð Research & Consumer
Insights, India and Emerging
Markets, United Spirits
Subhashish Dasgupta
Director Ð South East Asia,
Automotive & Regional
Client Director, TNS
Sudip Mitra
Head Ð Consumer Insights,
Marico
Tara Prabhakar
Regional Director Ð APAC,
Retail & Shopper,TNS
Vidya Venugopalan
Group Business Director, IMRB
Vivishnavel Vajravel
Director Ð Client Service, TNS
Media
Management
Ajit Gurnani
Head Ð West, MEC
Alok Sanwal
COO & Editor,
Jagran Prakashan Ltd.
Alpana Mishra
CEO, Balaji Motion Pictures
Amogh Dusad
Vice President & Head Ð
Programming,
Sony PIX (MSM India)
Athreyan Sundarajan
Marketing Director,
Fox International
Basant Rathore
VP- Strategy, Business
Development & Brand,
Jagran Prakashan Ltd
Chandrashekhar L
VP & Head Ð Programming,
Commercial & Music,
MTV, Viacomm 18
Chiradeep Gupta
Global Media Innovation
Manager, Unilever
Kunal Mukherjee
Director Content &
Acquisitions Ð UTV Movie
Channels, Disney UTV
Megha Pahwa
Business Director - Maxus,
Group M
Navaneeth L V
VP-Content and Revenue,
Sun TV Network Limited
Navin Khemka
Managing Partner Ð Zenith
Optimedia
Pankaj Choudhary
Vice President,
Star India Pvt Ltd
Prajat Khare
Category leader, Asia Prestige,
MediaCom
Prem Kamath
Head, Channel V & Star Pravah
Saket Saurabh
GM, Corporate Development,
Network 18
Sangeeta Nair
Vice President,
Radio Mirchi, 98.3 FM
PP RR OO M
M I I NN EE NN TT AA LL UU M
M NN I I
Sapna Nemani
Executive Director Ð Starcom
MediaVest Group
Saurav Bhowmik
Managing Director, OMD China
Shubhra Saraf Sethi
VP Ð Sales Strategy & Revenue
Planning, Star India Pvt Ltd
Shyju Varkey
Station Director, Bengaluru,
Chief Marketing Officer,
Radio One
Torsha Banerjee
Senior Manager, Marketing
Services, ESPN Digital Media
Tushar Vyas
Managing Partner Ð South Asia,
GroupM
Vishnu Athreya
Executive Director,
Programming, Acquisitions
and Development,
Turner Entertainment
Networks, Asia
Digital
Communication
Management
Aditya Pawan
National Digital Manager,
Red Bull
Anshul Duggal
Senior Manager Ð Digital
Marketing, Royal Enfield
Amol Gurwara
Senior Development Director
(APAC), Electronic Arts Interactive
Anuj Kumar
Co-founder & CEO, Affle
Gaurav Mehta
Director Ð Marketing, OLX
Gaurav Thakur
Director Ð Mobile Product &
Business Development, ESPN
Digital Media
Gurbir Singh
General Manager Ð Marketing,
Times Internet
Jaya Deshmukh
Director & Practice Lead (UK,
Ireland & Continental Europe),
Cognizant Interactive
Madhusudan Narayanan
Vice President Ð Marketing,
OnMobile
Manisha Rana
Senior Marketing Manager Ð
Kindle, Amazon
Namrata Balwani
CEO, Media2win
Neha Barjatya
Head Ð ÔHelping Women Get
OnlineÕ Initiative, Google India
Neha Nupur
Senior Manager Ð Digital
Marketing & E-commerce, Tata
Teleservices
Paurush Sharma
Senior Director, Quasar
Praveen Sharma
Director Ð Performance Sales,
Google Singapore
Rajdeep Chatterjee
Digital Marketing Manager,
Nokia
Sandeep Menon
Global Practice Leader Ð
Digital Design & Strategy
Services, Cognizant Technology
Solutions
Sankalp Mehrotra
Regional Director (South Asia)
Ð Business Development, Affle
Saunak Ghosh
Assistant Vice President Ð
Marketing, Web 18
Saurabh Jain
Chief Manager Ð Mobile
Banking, ICICI Bank
Saurabh Srivastava
VP Ð Marketing & Product
Strategy, ixigo.com
Sharad Tewari
Digital Buying Lead, Samsung
Siddharth Sethi
Leader Ð Digital, Mindshare
Vamsi Vanka
Head Ð Product Management,
Infosys Brandedge
Varsha Brajesh
Director Ð Data & Analytics,
Komli Media
Vikramaditya Sharma
Senior Director - Digital, Nielsen
Today, MICA is the alma mater of professionals serving in
leadership positions in some of the best known companies in
India and the world, in marketing, brand management, research
and analytics, advertising, media, digital and other strategic
marketing and communication-driven businesses.
Eligibility
Admission to the PGDM-C programme requires a BachelorÕs degree (in keeping with the
10 + 2 + 3 system) or an equivalent qualification in any discipline recognised by the Association
of Indian Universities (AIU). Candidates appearing for final examinations towards a BachelorÕs
degree (or equivalent) are also eligible to apply.
Selection Process
The MICA Admissions Test (MICAT) is the mandatory entrance exam for MICAÕs PGDM-C. The MICAT
is a validated multidimensional examination which assesses a candidate in areas relevant and
crucial for a career in Strategic Marketing and Communication, such as:
l Divergent thinking abilities
l Written communication abilities
l General awareness about contemporary social and industry issues, including areas relevant to
media, marketing, advertising and business
l Analytical and verbal abilities
The MICAT also includes psychometric profiling to assess the fit between the candidate and careers
in Strategic Marketing and Communication.
Based on the MICAT performance (only), the candidates are further shortlisted and invited for
the final round of selection Ð the Group Exercise (GE) and Personal Interview (PI). The GE offers a
platform to assess a candidateÕs personality, clarity in thought and ability to work in a team. The PI
helps understand a candidateÕs knowledge, determination, maturity and fit into the culture of MICA
and the industries it caters to. MICA invites Industry Experts, HR and Business Heads in the PI, to
ensure that the skills of the shortlisted candidates are in line with the requirements of the industry.
ment
e
c
n
u
o
17l )
Ann
0
n
2
o
i
5
s
1
s
i
0
2
-Cr l F(ull-time l Residentia unication
Adm
M
D
G
P
m
f
wo-yea
nd Com
nd Batch o
a
MBA l T
o
g
t
t
n
i
n
t
le
arke
22
Equiva
AICTE A
pprove
5
ip in St
eadersh
gL
Creatin
s
satioennt
i
l
a
i
c
e
lytics
sp
anagem
nd Ana
dM
6
M
rategic
dl
ha
ent
l Bran
esearc
nagem
eting R unication Ma
l Mark
m
m
o
C
al
nt
l Digit
ageme
ia Man anagement
l Med
M
rtising
l Adve
14
entres
micaedtabcad l Delhwiahati
o apply
st
option
i
014
ec)
l CAT 2
15
014/20 /May/Sept/D
l XAT 2
b
e
(F
14
20
pt)
l MAT
)
(Feb/Se
T 2014 eb/May/July
l CMA
(F
14
0
2
s
A
d
l ATM
nwar
T 2011 o
l GMA
l Koch
ta
l Kolka
cknow
u
u
L
G
l
l
l Ahm
aluru l Hyderabad l Mumbai
l Beng
r
al
p
o
h
l Jaipu
lB
digarh l Jammu
l Chan
nai
l Chen
2
steps to admission
l MICA Admission Test (MICAT) 2015
Candidates can appear for MICAT irrespective
of their scores in the exams enlisted above.
l Group Exercise and Personal Interview (GE&PI)
Shortlisting for GE&PI is based on
performance in the MICAT only.
Apply online @ www.mica.ac.in by 18 January 2015
For further enquiry, contact:
Admission Office, MICA, Shela, Ahmedabad – 380058, Gujarat, India
Tel: +91 2717 308313, 308250 Email: [email protected]
mica.schoolofideas
MICA_ahmedabad
F A C U L T Y
F A C U L T Y
Core Faculty
Visiting Faculty
Anita Basalingappa
Associate Professor
Marketing
Arbind Sinha
Professor
Communication
Dipti Kulkarni
Post-Doctoral Fellow
Communication
Falguni Vasavada-Oza
Associate Professor
Marketing
Harmony Siganporia
Associate Faculty
Communication
Kallol Das
Associate Professor
Marketing
Manisha Pathak-Shelat
Associate Professor
Communication
Mini Mathur
Associate Professor
Marketing
Nagesh Rao
President and Director
Communication
Pravin Mishra
Assistant Professor
Creative Communication
Raghu Chaitanya Koorella
Associate Faculty
Digital Communication
Management
Rasananda Panda
Professor
General Management
Rohit Trivedi
Associate Professor
Marketing
Santosh Patra
Assistant Professor
Media
Saumya Pant
Associate Professor
Communication
Shailesh Yagnik
Head - Library and Information
Service
Library Science
Shubhra Gaur
Professor
General Management
Subhash Tendle
Professor
Creative Communication
T. T. Sreekumar Pillai
Professor
Communication
U. T. Rao
Assistant Professor
General Management
Vaneet Chhibber
Professor
Media
Varsha Jain
Assistant Professor
Marketing
Adjunct Faculty
Ashutosh Dutt
Marketing
C. D. Mitra Marketing
Keval Kumar
Communication
Pratibha Vinayak
Media
Siddharth Deshmukh
Digital Communication
Management
Dr. C Y Nimkar
Consultant
Anshuman Gautam
Co Founder & CEO,
OfZone
Dr. Sanjeev Kumar
Consultant
Ms. Urvashi Guha
Vice President,
DDB Health & Lifestyle
Prof. Deepa Sanghavi
Consultant
Prof. Harismita Trivedi
Sr. Associate Professor,
Institute of Management,
Nirma University
Prof. Ranjan Mitter
Consultant
Mr. K. Venkatramanan
Consultant
Mr. Krishnendu Dasgupta
Global Brand Manager (Radiant),
Fabric Cleaning, Unilever
Mr. Dominic Dsouza
Vice President - Legal,
Zee Entertainment Enterprise Ltd.
Mr. Amit Kishore
Regional Strategy Director,
Drive Dentsu Media
Ms. Neha Nupur
Senior Manager-Digital Marketing &
Ecommerce,
Tata Teleservices Ltd.
Mr. Nagarjun Kandukuru
VP Ð Global South Strategy,
ThoughtWorks
Mr Vikram A Munshi
Consultant
Vivek Nair
Manager, Marketing,
Small Commercial Vehicles,
Tata Motors
Ms. Debasree Dasgupta
Category Manager, Home Care,
Reckitt Benckiser
Mr. Girish Khanna
TAM Media Research
Mr. Manoranjan Pani
General Manager (Sales and Marketing),
Gujarat Co-operative Milk Marketing
Federation Ltd.
Mr. Amogh Dusad
Vice President & Head Ð Programming,
Sony PIX
Mr. Anupam Dixit
Head, Digital Division,
Sistema Shyam Teleservices Limited
Mr. Saurabh Dixit
Consultant
Mr. Shrikant Lonikar
Joint President & Head Ð HR,
Adani Ports and Special Economic Zone Limited
Mr. Chandan Pansari
Assistant Brand Manager
Olay & Old Spice at Procter & Gamble
Mr. Kaushik Subramanian
Manager - International Marketing
Development (Innovation) - Garnier Skincare,
Garnier Men at L'Oreal
Dr. Sarla Achuthan
Director, B. K. School of Management,
Gujarat University
R E C R U I T E R S
COMMUNICATION AGENCIES
22 Feet
BBH India
DDB Mudra
DigitasLBi
DraftFCB Ulka
DY Works
IBD INDIA-Percept
Interbrand
JWT
Law & Kenneth
Leo Burnett
Lowe and Partners
Ogilvy & Mather
Publicis Groupe
Razorfish
Rediffusion Y&R
Rediffusion-Wunderman India
R K Swamy BBDO
SapientNitro
Webchutney
MARKETING RESEARCH AND
ANALYTICS
Absolutdata
Blackstone Group
CEB
Dolcera
Droege
Dunnhumby
Fractal Analytics
Frost & Sullivan
Genpact
Hansa Research
HP Analytics
iCRM
IMRB International
R E C R U I T E R S
Millward Brown
Mu Sigma
Nielsen
TAM Media Research
TMRC Impact
TNS
MEDIA
Aaj Tak
ABP News
BBC
Bennett, Coleman and Company
Disney
DNA
ESPN
Forbes
Fox
GroupM
HT Media
Jagran Prakashan
Madison Media
National Geographic
NDTV
Network 18
Ormax Media
PixelKraft
Radio Mirchi
Reliance Broadcast Network
Sony Entertainment
Star TV
Starcom MediaVest
The Indian Express
Times OOH
UTV
Viacom 18
TECHNOLOGY/INTERNET
CONSUMER GOODS
MANUFACTURING/ENERGY
RETAIL
Amazon
Cognizant
Directi
Electronic Arts
Facebook
Flipkart
Gameshastra
Google
HCL
Infibeam
Info Edge
Infosys
KPIT Cummins
Lenovo
Mphasis
People Group
TaxiForSure
Wipro
Yahoo!
Zapak
Zomato
3M
Adani Wilmar
Amul
Britannia
Cadbury
Carlsberg
CavinKare
Cera Sanitaryware
Colgate-Palmolive
Dabur
Emami
General Mills
Godrej Consumer Products
HUL
ITC
LÕOreal
Nestle
Parle Agro
Perfetti Van Melle
Procter & Gamble
Reckitt Benckiser
Red Bull
SABMiller
SUPER-MAX
UB Group
United Spirits
Wagh Bakri
Wipro Consumer Care &
Lighting
Abellon CleanEnergy
Atlas Copco
Cairn Energy
Essar
GE
Schlumberger
Schneider Electric
Siemens
Tata Chemicals
Texas Instruments
Arvind
Celio Future Fashion
Decathlon
Happily Unmarried
Madura F & L
Mattel
Metro Cash & Carry
LVMH
Pantaloons
Raymond
Reliance Brands
Titan Industries
Wildcraft
AUTOMOBILES
Ashok Leyland
Daimler
General Motors
Hero MotoCorp
Mahindra & Mahindra
Nissan
Sahara Force India F1
Tata Motors
PHARMACEUTICAL
Abbott
Claris Lifesciences
GlaxoSmithKline
Glenmark
Pfizer
Ranbaxy Laboratories
Zydus Cadila
FINANCIAL SERVICES
Axis Bank
Citibank
Fidelity Investments
GE Capital
FINO PayTech
HDFC Bank
HDFC Life
ICICI Prudential
IDBI Federal
Reliance Capital
Standard Chartered
Yes Bank
EY Consulting
TELECOMMUNICATIONS
Bharti Airtel
Idea Cellular Limited
Mahindra Comviva
Micromax
Reliance Communications
Tata Teleservices
Virgin Mobile
Vodafone
PSU/GOVERNMENT
GAIL
Government of Gujarat
Gujarat Ecology Commission
Forest Department, Govt. of
Gujarat
ONGC
Power Finance Corporation
S N A P S H O T
Annual Awards and Scholarships
l Prof. Nirmal Goswami Award of Excellence in Advertising Course
l DirectorÕs Award for Academic Excellence
l MICA-TAM Media Excellence Scholarship for the Best Three Dissertations in Media Management
l Divya Bhaskar Scholarship of Academic Excellence in Media Management
l First Place in Media Management Concentration
l First Place in Marketing Research and Analytics Concentration
l First Place in Brand Management Concentration
l First Place in Advertising Management Concentration
l AAAI Raman Memorial Trophy (Scholarships) in Account Planning and Management
l Subhas Ghosal Award of Academic Excellence in Brand Management
l Communication Topper for Consistent and Excellent Response to Communication Curriculum
l First Place in Digital Communication Management Concentration
l First Place in Digital Communication Management Project
l Best Performance Awards for Advanced Courses
l Balani Infotech Award for KEIC Best User for PGDM-C
l Mani Ayer Award of Academic Excellence in Account Planning & Management
l SapientNitro Excellence Scholarship for the Best Three Dissertations in Digital Communication
Management
l Best Three Dissertations
l MICA Rural Research Awards
l Satpal Singh Virdi Memorial Award for the best All-rounder of the Graduating Batch
l Future Awards between MICA and OMS for the Best Three Dissertations
Opportunities for International Training
MICA believes and encourages students to avail international exposure to prepare them for Global
Leadership in Strategic Marketing and Communication. This exposure consists of student exchanges,
study tours, research projects and many similar activities. MICA has active collaborations with
renowned schools and universities worldwide, which foster student and faculty exchange and
collaborative research. MICA has collaborations with:
l Bonn-Rhein-Sieg University of Applied Sciences, Sankt Augustin, Germany
l Department of Communication & Journalism, University of New Mexico
l ESCEM School of Business & Management, France
l Institute of Applied Media Studies, Zurich
l Queensland University of Technology, Australia
l School of Communication Arts, Bangkok University, Thailand
l School of Communication, Nanyang Technological University (NTU), Singapore
l University of Southern Denmark
O F
F I N A L
P L A C E M E N T S
100%
PLACEMENTS ACHIEVED
THE HIGHEST CTC OFFERED WAS
INR 23 LAKHS
A RECORD
97 COMPANIES
VISITED MICA FOR 2013-14 PLACEMENT SEASON
PER ANNUM
THE AVERAGE SALARY OFFERED AT MICA FOR
THE 2013-14 PLACEMENT SEASON
INR 9.3 LAKHS
PER ANNUM
2 0 1 3 - 2 0 1 4
28
TOTAL NUMBER OF
PPOs/PPIs OFFERED
Student Activities
ALUMNI COMMITTEE
MICA COUNCIL FOR STUDENT AFFAIRS (MCSA)
The MCSA is the officially recognised student body of MICA and acts as the liaison between the
students and the administration. This three member body is elected democratically and has been
in existence since the inception of MICA.
MICANVAS Ð THE ANNUAL MARKETING MANAGEMENT FESTIVAL
Introduced in 2002, Micanvas is MICAÕs annual showcase of the managerial and creative talent
inherently present in every MICAn. It is a platform for students from across B-schools to meet,
interact and compete in challenges that help them learn from both industry stalwarts and each
other. With a healthy mix of events, workshops and panel discussions, Micanvas is the perfect
opportunity to test the mettle of the countryÕs finest managerial minds.
MICAMINDS
MICAMINDS is the student-run research and consultancy cell of MICA. It seeks to provide students
with hands-on learning experiences through live projects, simultaneously giving our clients the
chance to experience the paramount quality of work that the MICA student body has to offer. In
the past, MICAMINDS has delivered projects for companies such as P&G, Glenmark, Parle Agro,
Green Peace, Voltas, Timeout Magazine, RedBus.in and Barista, amongst others.
The MICAVAANI Station
Since one of the biggest strengths of any elite institute is a strong alumni network, the Alumni
Committee aims at nurturing the bond MICA shares with its Alumni. The alumni meets, attended
by MICAns who hold key positions across corporate organisations across the country, provide ample
opportunities for the alumni to strengthen ties with their alma mater.
MICA LECTURE SERIES (MLS)
MICA Lecture Series (MLS) is a committee that acts as a major touch point of MICA with industry
professionals and eminent personalities from diverse fields. Through MLS they get an opportunity to
interact with the students of MICA, understand their perspective and assess the depth of their knowledge
and interests. Speakers who have graced MLS in the past year alone, include Mr. Anil Agarwal (Founder
and Executive Chairman, Vedanta), Mr. Jean Christophe Letellier (MD, LÕOreal India Pvt. Ltd.) and
Mr. Sushant Dash (Global Brand Director, Tata Global Beverages), amongst many other illustrious names.
TEAM INTERFACE - THE MEDIA AND PR WING OF MICA
Team Interface is responsible for a significant part of communication pertaining to MICA and
channels it through robust media networks, to ensure that the right information goes to the
right people, at the right time. Its core focus is to strengthen the brand ÔMICAÕ, by keeping the world
informed about all events and activities at MICA, thereby increasing the brand visibility across all
media platforms.
Rahul Bose addressing students during an MLS
MICAVAANI (90.4 FM) Ð COMMUNITY RADIO AT MICA
LITCOMM
Since its launch in 2005, this student-run committee manages production, programming, research and
marketing functions, through MICA's community radio, MICAVAANI (90.4 FM), playing to an
audience comprising the neighbouring villages within a 7 km radius.
LitComm provides a haven to those with a penchant for the written word. What makes it unique is
that the love for literature is integrated with basic business knowledge, to give students exposure to
concepts about book marketing and the publishing industry at large.
SANKALP Ð THEATRE SOCIETY AT MICA
JAGRITI
Sankalp, MICA's theatre society, is an attempt at acknowledging the importance of theatre, as an
effective medium of communication and entertainment. By encouraging theatre enthusiasts to
explore a variety of ideas that are socially poignant, students are taught the art of rural communication,
semiotics and event management. The society also invites eminent theatre personalities and
troupes to perform in the college campus and holds theatre workshops for MICA students.
Jagriti is the social change initiative at MICA that organises a variety of campaigns to address issues
of education and welfare development of those less fortunate, through active student participation
and contribution.
SPORTS COMMITTEE AT MICA (SCAM)
Sports does not build character, it reveals it. SCAM is all about keeping the sporting culture alive and
kicking on campus. SCAM is instrumental in inculcating a healthy competition through both intra
and inter-collegiate tournaments.
STUDIO7
Studio7, the music society at MICA, is the custodian of musical expression on campus. Studio7 strives
towards providing MICANs with the opportunity to drown themselves in various musical influences
that enrich their experience at MICA.
CULCOMM
The Cultural Committee at MICA, CulComm, hosts various festival celebrations on campus, making
sure that students expound their cultural inclination by embracing the diversity of our country.
A theatre performance by Sankalp
The MICA OAT
I N F R A S T R U C T U R E
ACADEMIC WING
Spread over 19 acres, MICAÕs campus can be best described by its red brick walls, ample open
spaces, state of the art infrastructure, modern amenities and rich landscaping. With eight seminar
halls, fully equipped with audio-visual capabilities, every aspect of this diverse and vibrant
community has been designed to help MICAns develop their creative and management skills.
CRICKET
GROUND
ASHOKA
LAUNDRY
VOLLEYBALL
COURT
CHHOTA
MEDIA LABS
The Media Labs at MICA ensure that students have access to media softwares, allowing for advanced
learning and development of skills specific to the areas of design, media planning and marketing.
LIBRARY
The MICA library known as the Knowledge Exchange and Information Centre (KEIC) provides
information support to marketers, advertising agencies, media houses, management institutes
and researchers alike. Besides providing students with a robust database ranging from books to
television commercials, KEIC also boasts of cutting edge multimedia facilities and reading spaces.
COMMUNITY RADIO STATION
Few campuses can claim to have their own community radio station and MICA features in this
list. With the ability to transmit within a 7 km radius, the station offers students a unique learning
opportunity in radio programme research and development.
HOSTEL
BLOCK
DIRECTOR’S
BUNGALOW
LIBRARY [KEIC]
MESS
THROWBALL
COURT
BASKETBALL
COURT
ADMIN
BLOCK
TENNIS
COURT
ACADEMIC
BLOCK
FOOTBALL
FIELD
FITNESS, SPORTS AND RECREATIONAL FACILITIES
Launched in 2008, MICAÕs Fitness Centre houses the latest gym equipment. MICAns also have a wide
array of sports facilities including Volleyball, Football, Cricket, Badminton, Throwball, Basketball and
Tennis to choose from. Indoor sports interests are catered to by the compactly designed Community
Centre, which includes Table Tennis, Carrom, Pool and Billiards.
COMMUNITY
CENTRE
AUDITORIUM
TEMPLE
SECURITY
PARKING
ENTRANCE
Main Academic Building
Hostel Courtyard
The Mani Ayer Auditorium
Gymnasium
Dining Hall
MICA Convocation March 2014
Apply online @ www.mica.ac.in by 18 January 2015
For further enquiry, contact:
Admission Office, MICA, Shela, Ahmedabad – 380058, Gujarat, India
Tel: +91 2717 308313, 308250 Email: [email protected]
mica.schoolofideas
MICA_ahmedabad