• Duration
  • The PGDM-C is a two-year residential programme. Each academic year begins in July and ends in March, in the following year. An academic year is divided into three terms of 12 weeks each. The summer vacation at the end of the first year is devoted to industry internship. Placement activities commence towards the end of the second academic year.
• Orientation Programme
  MICA's PGDM-C students go through a one-week pre-coursework orientation programme. The objectives of the orientation programme are :
  • To bring all the students to a common minimum level of understanding and appreciation of the basics of social sciences, since they come from diverse academic backgrounds.
  • To reduce the load of basic management education in the two-year programme, allowing greater concentration on Strategic Marketing and Communication.
  All students are required to attend the modules of the orientation programme, irrespective of their academic backgrounds.
• Core and Foundation Courses
  • These are compulsory courses in the first year and are largely based on foundation and perspective-building approaches. The foundation courses are intended to provide a broad-based perspective in Marketing, General Management, Communication, Digital, Media and Advertising domains. Core courses help students develop an integrated view of managerial problems and perspectives. They are designed to help them comprehend and apply various concepts and techniques.
• Concentration Courses
  • The concentration courses are based on a career-building approach, keeping in mind the industry's need for professionals with clear career interests. These intend to enable the students to develop specific skills and perspectives in their chosen career paths, within the field of Strategic Marketing and Communication i.e. Brand Management (BM), Marketing Research and Analytics (MRA), Digital Communication Management (DCM), Advertising Management (AM) and Media Management (MM).
• Elective Courses
  • The elective courses are extensions of the core as well as concentration courses and are intended to provide advanced learning opportunities to the students, to sharpen their perspectives and skills. These electives broaden the student's horizons and help in the development of a well-rounded character. Students are required to study a minimum of five electives in each academic year.
• Summer Internship
  • The internship provides the students with an opportunity to gain work experience in an area of concentration or interest, while receiving credit towards their diploma. The summer internship is organised for 8-10 weeks in top organisations spread across various industries, during the summer break at the end of the first year of the programme. No student is admitted to the second year without completing the summer internship.
• Rural Research Project
  • Rural markets are already ahead of the urban markets in terms of volumes and growth rate in a host of mass-based goods. This can largely be attributed to marketing efforts targeted at rural India. A rural marketing orientation requires a holistic understanding of rural contexts and customers. The rural research project is designed to provide the students with an appreciation of the challenges in communicating with the rural customers. Students are required to live in villages for 15 days and study the structure and dynamics of the marketing and communication there.
• Customer Watch
  • This is intended as a learning opportunity with all its immediacy and unpredictability. The student will spend 5-7 days at a retail site as an observer. During this period, the student will keep a diary to make observations on aspects of consumer behaviour, complaint handling procedures, bargaining and other aspects, as well as details such as gender, age and group size of visitors, brands asked for, brands bought and so on.
• Communication in Urban Situations and Contexts
  • This module has been introduced post the incorporation of and the experience gained from MICA's rural project, so as to enable the student to gain a deeper perspective of the urban segment too. Therefore, this activity focuses on the study of select urban situations and contexts, apart from the projects done during the regular coursework and internship. The methodology is a combination of different data collection instruments including observation, live-in ethnography, focus group discussions and surveys. It spreads over the second and third terms and the summer break. The urban locations would be in Ahmedabad, places of internship and hometowns in urban India.
• Seminars and Workshops
  • Numerous workshops and seminars are organised in different course areas. Students can attend these based on their interests. These form the non-credit components of the course.
• Coursework Overview

  First Year Coursework (Academic Year 2014-2015)
  Term 1	Term 2	Term 3
  Idea Generation Excel workshop Quantitative Techniques 1 Elements of Business Finance Individual Dynamics Interpersonal and Group Dynamics Micro Economic Analysis and Policy The Photo Novel Company Marketing Management Consumer Behavior Urban Retail Studies Social Sciences and Communication Imagining India Communication Theory Introduction to Media and Society	Research Methodology - 1 Macro Economics (Environment and Policy) Organisational Dynamics and HRM Quantitative Techniques - 2 Cost and Management Accounting Consumer Behavior Advertising Management Product Management Services Marketing Strategic Brand Management Development Communication and Social Marketing Introduction to Science, Technology and Society Digital Transformation Frameworks Societal Change in Contemporary India	Multivariate Data Analysis Operations Management Strategic Management Business Ethics and Corporate Governance Scamper Excel workshop Macros  Research Methodology - 2 Introduction to Entrepreneurship and Venture Creation Introduction to Media Planning Media Laws and Ethics Media Economics Semiotics - 1 Rural Marketing Communication Culture and Communication - 1  Sales and Distribution Management Integrated Marketing Communications Information and User Experience Design Introduction to Digital Marketing

  Second Year Coursework (Academic Year 2014-2015)
  	Term 4	Term 5	Term 6
  Core Courses	Markstrat Media Agenda Setting Film Studies Semiotics -1 Culture and Communication - 2 Rural Research Field Work Rural Research Workshop Negotiation	Leadership Workshop Semiotics - 2 Industrial Analysis Placement Workshop	Taxation: Personal and Corporate Online Ethics and Morality
  General Electives	Retail  Management and Shopper Marketing Banking, Financial Services and Insurance Innovation Marketing Crafting Dissertation Workshop New Venture  Creation and Entrepreneurship Customer Relationship Management Cybercultures Internet based retail	Sports Marketing B2B Marketing Corporate Communication and Reputation Management Pricing Metaphors and Narratives	Strategic Design Management Use of SAS for Data Analytics
  AM	Introduction to Account Planning Management Decoding Consumer Categories and Brands AP Ogilvy Workshop Creative Judgement	Decoding Consumer Categories and Brands	Ad tracking and Evaluation
  MRA	Consumer Insight Mining Online Research	Applied Areas in Marketing Research Econometric  Tools for MR Advertising Research	Advanced Qualitative Research
  BM	Strategic Brand Management Luxury Branding Decoding Consumer Categories and Brands	Decoding Consumer Categories and Brands FMCG Branding
  MM	Strategic audience research and media planning + Media Audit Workshop	Business of Media Business of entertainment media
  DCM	Online User Behaviour Technological Trends Enriching Consumer Experience Online Display/Video Advertising Ideation and Customer Discovery (in lieu of Dissertation)	Integrated Content Management Search Marketing Social, Local and Mobile Marketing Digital Marketing Metrics Big Data Analytics Customer Validation and Creation (in lieu of Dissertation)	Integrated Digital Campaign Planning Business Case Formation (in lieu of Dissertation) Dissertation
  Advanced Courses	Reporting News Persuasive Written and Visual Communication Gamification Marketing with Responsibility

• PGDM-C Academic Calendar

  First Term	July - September
  Term Break	Last week of September
  Second Term	October - December
  Term Break	Last week of December
  Third Term	January - March
  Summer Internship	8-10 weeks during April - June
  Fourth Term	July - September
  Term Break	Last week of September
  Fifth Term	October - December
  Term Break	Last week of December
  Sixth & Final Term	January - March
  Convocation	March

  Note : The calendar is tentative. The final schedule will be given to students at the time of registration.

Admission to the PGDM (C) programme requires a Bachelor's 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 Bachelor's degree (or equivalent) are also eligible to apply.

Candidates who demonstrate aptitude for expressing, assessing or conceiving ideas that move people to action and achieve business results, tend to stand a better chance of being shortlisted.

Candidates should apply to MICA with their scores of CAT2014 / XAT2014 / XAT2015 / MAT2014 (Feb / May / Sept / Dec) / CMAT2014 (Feb / Sept) / ATMA2014 (Feb / May / July) / GMAT (2011 onwards).

The selection process for the PGDM (C) 2015-17 involves two steps :

• Stage - I
  • MICA Admissions Test (MICAT)
    
    All candidates who apply to MICA with their scores of CAT2014 / XAT2014 / XAT2015 / MAT2014 (Feb/May/ Sept/Dec) / CMAT2014 (Feb / Sept) / ATMA2014 (Feb/May/July) / GMAT (2011 onwards), irrespective of their score, will be called for MICAT, subject to their application form being complete and accepted by MICA.
    
    MICAT is designed to assess analytical ability, verbal ability, logical reasoning, divergent thinking, written communication skills and general awareness about the communications industry.
    
    MICAT will be held in February / March 2015 at the following centres** :
    Ahmedabad, Bengaluru, Bhopal, Chandigarh, Chennai, Delhi, Guwahati, Jaipur, Jammu, Hyderabad, Kochi, Kolkata, Lucknow and Mumbai.
    
    MICAT Application Fee is Rs. 1875/-.
    
    Apply Online
    
    MICAT Sample paper
• Stage II
  • Group Exercise (GE) and Personal Interview (PI)
    
    Based on their MICAT performance, shortlisted candidates will be called for Group Exercise and Personal Interview on MICA campus, Ahmedabad.
• Admissions Calendar

  Event	Date
  MICAT Registration Opens	August 2014*
  MICAT Registration Closes	18th January 2015 (11:59 pm)
  Issue of MICAT Call Letters	February, 2015*
  MICAT	February / March 2015*
  GE & PI	March / April, 2015*
  Declaration of Result	April / May, 2015*
  Orientation Programme	June, 2015*
  Session Begins	June / July, 2015*

  * Exact dates will be updated soon.
  **MICA reserves the right to withdraw or introduce MICAT centres and reschedule the events mentioned above.

» Download Application Form

Admissions Criteria for Foreign Nationals/Non Resident Indians (NRIs)

• Eligibility
  • Admission to the PGDM (C) programme requires a Bachelor’s 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 Bachelor’s degree (or equivalent) are also eligible to apply.
• Foreign Nationals (FN)
  • A Foreign National is a person who is not a citizen of India. A student is eligible to apply as an FN if s/he holds a foreign passport with a valid GMAT score (2011 onwards).
• Non Resident Indians (NRI)
  • An NRI is an Indian resident abroad, who expects to live, work or study outside India for at least 12 months continuously as of March 2015. An NRI is eligible to apply with a valid GMAT score (2011 onwards).
• Application Process and Timelines
  • FN/NRIs should post the duly filled Application Form along with the application fee of USD 100 through demand draft before March 2015.
    
    FN/NRIs will be shortlisted for a Personal Interview via teleconference/videoconference in March/April 2015.
• Postal Address
  • ADMISSIONS OFFICE
    MICA
    Shela, Ahmedabad – 380 058,
    Gujarat, India.
    Tel. : +91 02717 308250
    Fax : +91 02717 308349
    email : admissioninquiry@micamail.in
• Admissions Calendar (for Foreign nationals/Non-resident Indians [NRIs]

  Event	Date
  Issue of Application Forms	August 2014*
  Last Date for submission of Application Forms	February/March 2015*
  Personal Interview Process via teleconference	March/April 2015*
  Declaration of Results	March/April 2015*
  Orientation Programme	June 2015*
  Session begins	June 2015*

  *Exact dates will be updated soon

The programme cost for the PGDM-C for two years, including tuition fee, residential charges (Boarding and Lodging) etc is Rs. 13,50,000 (approx.).