Mudra Institute of Communications, Ahmedabad (MICA)

Divergent thinking, creativity and an out-of-the-box solutions approach

“Mudra Institute of Communications, Ahmedabad as an entity wishes to distinguish itself firmly as a Communications Management School, differentiated by creativity, divergent thinking and out-of-the-box solutions approach,” says Professor Ashok Ranchhod. He adds, “We wish to be identified as the best C-School (Creative School), globally.”

Students are exposed to core courses in their first year to develop a general management perspective. The second year they need to specialise in any of the four broad themes: Brand Management, Marketing Research, Advertising Research and Media management. Course work also comprises rural research projects, understanding communication in the urban context, corporate venturing and entrepreneurship.

Factors that point towards an effort to build up a good resaerch base include steady tie-ups with good institutions in the UK (Southampton Solent), USA (Southern Methodist and Georgia), and Singapore (Nanyang), encouraging faculty members and students to engage in writing research papers, and the introduction of a PhD programme this year.

While the library, better known as KEIC (Knowledge Exchange and Information Centre) is resourceful especially in media & communications, market research, brand management and advertising, one wonders why they are not as aggressive on publishing. KEIC, open 24 hours a day, houses the best online resources, be it the databases of the World Advertising Research Centre, TV commercials, Luerzer’s Archive or Euromonitor Intelligence.

Post tea at Micafé, Vivek Shah, a final year student, takes us on a tour of the campus. First, MICORE (the research division) and then the entrepreneurship cell. We walk through Chhota, the 24-hour canteen, the only smoking zone in the campus and then reach the hostel Silveroak, meant for exchange students and entrepreneurship cell scholars, which has rooms little better than the twin-sharing rooms in other hostels. Other MICA centres of excellence consist of Management Development (MDC) and Development Communications (CDC).

The gym and football field spring to life post 5 p.m. And you have post-dinner meets to discuss projects etc.

MICA Radio also focuses on issues relevant to residents of the neighbourhood, and has MICAns generating their own content and music. Another eye-catching feature is the not-so-well lit gallery where students showcase their intellect and creativity.

Professor A F Matthew, who has an interest in Development Communication, is literally a campus USP. His lecturing-style includes screening films. Jyoti Sudhir, Communications Manager, MICA quips, “It’s a myth that MICA is only for those who wish to pursue careers in media and advertising. It also offers courses in market research, retail, creative communication and more.”

FAST FACTS

Location: Shela, Ahmedabad
Director: Prof. Ashok Ranchhod
Flagship programme: PGDM (Communications)
Approval/ Accreditation: AICTE approved
Student intake: 120 Fees (full course): Rs. 500,000
Board & lodging (two years): Rs. 75,000
Admission test cut-offs: CAT- 89.5, GMAT - 600
Full-time faculty: 25 (Senior Professor & Professors - 11; Associate & Asst Professors - 7; Faculty Associates - 7)
Faculty with industry experience (over 10 years): 8 Student placements: 100% Average salary: Rs. 7.50 lakhs
Top recruiters: JWT, L’Oreal India, Media E2E, NDTV, Ogilvy and Mather
Conferences: Chutnefying English- International conference on Hinglish
Student Activities: MICANVAS (annual brand management event), Sankalp (in-house theatre society), SPICMACAY, MICA Lecture Series (MLS), Black Coffee (in-house magazine)
Other programmes: PG Programmes in Retail Communications Management, Crafting, Creative Communications Executive PG Diploma Programmes in Management (Communications) Fellowship Programme in Management
Web site: www.mica-india.net