www.mica-india.

net

MICA
A d ia l o g u e w i t h a p r o sp ec ti v e stu d en t
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 VISION
To be the pre-eminent
communications management school

MICA

OUR MISSION
To be a global leader in researching, educating,
developing and practicing the art and science of
communication for the betterment of humanity.
“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...
 Students are equipped to manage
the entire integrated marketing process
of a business, including:
l Research
l Formulating strategies
l Evaluating strategic options
l Planning and executing 360º
campaigns
Marketing Management
Marketing 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
General Management
Individual Dynamics
Interpersonal and Group Dynamics
Organizational Behaviour and Dynamics
Finance and Accountancy
Business Ethics and Policy
Managerial Economics and Decision Sciences
Strategic Management
IBIZSIM
Advertising and Brand
Management
Advertising 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
Communications
Communication 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
Marketing Research and
Consumer Insight
Research 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
Media Management
Business 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
Practical Skills and
Enabling Techniques
Business 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 MICA

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 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 Selection Criteria
creatively and innovatively. If you have a three-year Bachelor’s
degree* with minimum 50 percent marks
Post Graduate Diploma in Management (Comm-
or an equivalent qualification in any
unications) PGDM(C) has set a remarkable pace discipline recognised by the Association
for itself since its inception in 1994. Our success of Indian Universities or AICTE, then

is reflected in the recognition we have received 1 Apply online at www.mica-india.net

over the years. The active PGDM(C), with its 17- 2 Appear MICA Admissions Test
year legacy has evolved into one of the premier (MICAT)
programmes in the country, endorsed by 100 per MICAT is conducted at select venues
cent campus placements by corporate houses in across the country, followed by Group

India and in recent times, abroad. Exercise (GE) and Personal Interview
(PI) for short- listed candidates, at the
MICA campus.

*final year students can also apply.


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Core Faculty
Ashok Ranchhod (Director) Varsha Jain Ashok Ullal
Marketing Integrated Marketing Communication School of International Business,
Arbind Sinha Vina Vani Reutlingen University, Germany
Social & Development Communication Marketing Research Calin Gurau
Pradeep Krishnatray GSCM - Montpellier Business School,
Marketing and Development Comm. Adjunct FaCulty France
Charlotte Krolokke
A.F. Mathew
Amar Gargesh Univeristy of Southern Denmark, Odense
Culture and Communications
Trans-creativity
David Birks
Anita B.
Ashutosh Dutt Winchester School of Art,
Marketing
Market Research The University of Southampton
Ashok Kumar
C D Mitra David Griffiths
Media
Advertising Management Branding and Design Management
Falguni Vasavada Consultant, UK
Indrani Sen
Marketing
Media Ed D’Souza
Harmony Siganporia Winchester School of Art, University
Keval Kumar
Communications of Southampton, Winchester, UK
Culture and Communication
Kallol Das John Ensor
Rajan Nair
Marketing Head of the School of Marketing,
Copy Writing
Mini Mathur Tourism and Languages, The Business
Retail Communications School, Edinburgh Napier University
Visiting Faculty K Pasupati
Naval Bhargava (Overseas) Temerlin Advertising Institute, Southern
Marketing
Methodist University, Dallas, USA
Rajneesh Krishna Adriana Serban
Marketing Research Paul Valery Montpellier University, Linda Correll
France School of Journalism, Southern Illinois
Rita Kothari University, Carbondale, USA
Culture & Communications Alladi Venkatesh
Graduate School of Management, Luiz Moutinho
Rohit Trivedi University of California, Irvine, CA Former Director of the Doctoral
Entrepreneurship & Research Programme, University of Glasgow
Anantha S. Babbili
Satyajeet Nanda School of Business and Management, UK
Provost and VP for Academic Affairs,
Social & Development Communication Texas A&M University-Corpus Murali Nair
Saumya Pant Christi, USA SponsoROI, Inc.
Gender & Development Comm. Anthony Kent Sally Brazier
Shubhra Gaur London College of Communications, Business Strategy Consultant and
Organizational Behaviour University of Arts London, UK Director – Ceostra Ltd.
Subhash Tendle Arvind Singhal Srinivas Melkote
Advertising University of Texas at El Paso, USA Bowling Green State University,
Ohio, USA
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 1998
Vice President, Marketing and Communications, STAR TV
Arjun Ghosh 2000
Partner ATG, Mindshare
Durlov Baruah 2001
Head, Internet and Wireless Banking, Deutsche Bank
Amogh Dusad 2002
Assistant Vice President, Strategy Planning,
NDTV Imagine
Manmeet Vohra 2002
Marketing 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&G
Vivek Saraswat 2005
Senior Product Manager, L’Oreal India
Rashi Mittal 2006
Assistant Manager –
Influencer Marketing, P&G
Imran Khan 2007
Area Sales Manager,
Godrej Consumer Products Ltd.
Visiting
Faculty
A H Kalro Madhukar Sabnavis Rohit Pathak
Former Director, IIMK Country Manager – Dis- CMI Manager, HUL,
Amogh Dusad covery, O&M Mumbai
Assistant Vice President Mahuya Chaturvedi Ramesh Kumar
– Strategy Planning and General Manager, Lodestar Vice President - Strategic
Research, NDTV Imagine Universal, Mumbai Planning, Ogilvy & Mather,
Bangalore
Anand Halve Manish Makhijani
Chlorophyll Brand Hindustal Lever Ltd, S K Palekar
& Communications Mumbai Vice President – Marketing
Consultancy Eureka Forbes Ltd.
Meenakshi Madhvani
Sandip Ghose
Arijit Sengupta CEO, Spatial Access Media
Sr. Vice President –
Head, O&M PR Solutions
Corporate Affairs Lafarge
Basant Rathore Moinak Biswas India Pvt. Ltd.
Vice President, Strategic Head, Film Studies, Sanjeev Khanna
& Brand Development, Jadhavpur University General Manager - 
Jagran Prakashan Ltd Mubin Khan Marketing, United 
Biju Dominic Vice President, Spirits Limited, Bangalore
CEO, Finalmile, Mumbai Mudra Connext
Santosh Desai
Harish Krishnamachar Partha Sinha MD & CEO,
Vice Preident - South Asia Managing Partner, Futures Group
World Sport Group (I) Pvt. BBH India, Mumbai
Shazia Khan
Ltd., M.G. Road, Gurgaon Praphul Misra Strategic Planning Director,
CEO, Netcarrots Loyalty JWT, Mumbai
Jai Lala
Services, New Delhi
General Manager Sundar Raman
Mindshare Fulcrum, Praveen Tripathi
CEO, IPLT20, Mumbai
Mumbai Director-Planning
R K Swamy – BBDO, Swapnil S. Kumar
Jaideep Shergill Mumbai Sr. Brand Manager -
Partner & Member - Close-Up, Hindustan
Premchandra Kamath
Corporate Leadership Team Unilever Limited, Mumbai
Vice President, Market-
Hanmer MS&L, Mumbai Tarun Katial
ing and Communications,
Krishnan Anantha STAR TV COO, BigFM, Adlabs
Sr. Vice President – Brand Rajiv Bagayatkar Films Ltd.
Planning, LOWE Associate Director, Client Rajkumar Jha
Kunal Jeswani Service, AC Nielsen ORG- Creative Director
Vice President, MARG, Mumbai Ogilvy, New Delhi
O&M Advertising
RECRUITING
PARTNERS

COMMUNICATION Covansys Shaw Wallace Distillers NDTV

AGENCIES Daimler-Chrysler India Siemens Prime Time Media
Ambience Dr. Morepen UNIDO Sony Entertainment
Bates Electrolux TATA AIG Star TV
Contract Advertising Equitor Consulting TATA Chemicals The Economic Times
Elephant Design Ernst & Young TATA Honeywell The Hindu
Equus Essar TATA Motors The Times of India
Euro RSCG Fosters TATA Teleservices Virgin Mobile
FCB Ulka Frito Lays India ThompsonConnect Zee TV
Titan Industies Zoom
Fountainhead GAIL
Torrent
Genesis PR GE Capital
TVS Electronics MARKETING
Grey Worldwide Gillette India
Vodafone RESEARCH
JWT GlaxoSmithKline Yes Bank
Lemon Communications Godrej AbsolutData
Leo Burnet Grasim Industries A C Nielsen ORG-MARG
MEDIA Ambience
Lowe HCL Technologies AGENCIES
Madison DMB & B HDFC Bank Blackstone Research
Carat Media Evalue Serve
McCann Erickson Hero Honda Initiative Media
Mudra Communications Hitachi Fractals
Madison Frost & Sullivan
Ogilvy & Mather HP Maximise India
Rediffusion DY & R Gallup
Mediaturf GENPACT
R K Swamy – BBDO CONSULTANCY Mindshare
HUL Hansa Research
MPG India IMRB
MARKETING IBM Real Image Media
SERVICES ICICI Bank IMRB (PQR)
Starcom Indica Research
Arvind Brands ICICI Prudential
AT & T Asia Pacific IFB Industries MBL-RCG
MEDIA Pathfinders
Bajaj Allianz Insurance Indian Oil Corporation Aaj Tak
Baja Auto ITC Prudential
ABP Quantum Research
Blowplast JL Morrison BBC
BPL L’Oreal Research International
Big FM
Britannia Industries Madura Garments TNS Mode
Business Standard
British American Tobacco Mahindra & Mahindra TNS Mode, Singapore
Channel V
Cadbury’s Momentum Consulting TAM Media Research
CNBC
Cadila Motorola Dainik Jagran
Castrol Onida BPL Disney PUBLIC SECTOR
Cavin Kare Pantaloons ENIL Government of Gujarat
Cera Sanitaryware Penron Shipping Hindustan Times ONGC
Citifinancial Reach Tech India Today Rural Electrification
Corporate Voice Shadwick Reliance Infocomm Indian Express Corporation
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.

Nanyang Technological Pforzheim university Southampton Business Griffith University,

School of
University, pforzheim, Germany School, Southampton Queensland, Australia
Communications, Singapore Solent University, UK

Vietnam Marcom, University of East London,

ESCEM, School of Business University of Texas-PAN
HCM City, Vietnam UK
& Management, France American, USA

Chartered Institute London College Anglia Ruskin University, Universidad esan, Peru
of Marketing, UK of Communication, UK
University of Arts, UK

Florida State University, Institute of University of Regina, budapest business

USA Communication, Canada school, Hungary
UA&P, Philippines
Member

southern illinois University of Florida, Association of

Management Development
MICA is also a Fulbright
Institutions in South Asia

University, USA USA Affiliate degree institute.

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

Ragging is strictly prohibited on up these jobs. These assignments offer insights into live-

the campus. project management with learning experience.

 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. Khandwalla Ashok Ranchhod

Chairman Member
Former Director Director
IIM, Ahmedabad MICA, Ahmedabad

Madhukar Kamath Arbind Sinha

Member Member
Managing Director and CEO Dean
Mudra Communications Pvt. Ltd., Mumbai MICA, Ahmedabad

Hema Viswanathan Pradeep Krishnatray

Member Member
President Dean – Research
Barometer Research, Mumbai MICA, Ahmedabad

KGK Pillai
Member Secretary
Executive Registrar
MICA, Ahmedabad
 “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

For details about application forms, admissions, eligibility, and

Designed by Jalp Lakhia/MICA Design Studio

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: admissions@micamail.in

Apply online at www.mica-india.net