Post Graduate Programme in
Strategic Marketing & Communication
"Empowering tomorrow's leaders with a blend of creativity, data, and strategy."
Overview
The two year Post Graduate Programme (PGP) is MICA’s flagship programme with a broad focus on Strategic Marketing and Communication. This residential programme intends to nurture learners by providing them with competencies in business management, communications, data science and business analytics, digital marketing strategies and platforms, media entertainment and sports business, and strategic marketing and brand management.
Both programmes are AICTE-approved with an intake of 180 for PGDM(C) and 60 for PGDM. However, the actual intake may differ. MICA has produced over 3500 business leaders since 1994.
Programme Purpose
MICA’s PGP programs shall nurture empathetic business leaders who manage and transform industry, society and policy sustainably and ethically. Using the power of analytics, innovation, and creativity rooted in societal and cultural contexts, they shall create continuous equitable value for all stakeholders in a design-driven and digitally enabled world.
Programme Objectives
- To produce management graduates at par with Global Business Standards
- To create practitioners in Strategic Marketing and Branding, Communication, Media & Entertainment, Digital Platform & Strategies, and Data Science & Business Analytics.
- To develop leaders who impact business, the environment, and society through managerial actions.
- To nurture lifelong adaptive learners with the ability to lead themselves and others.
- To advance global citizenship with strong values and empathy.
Programme Learning Outcomes
Critical Thinking
Acquire theoretical knowledge with the capability to use relevant tools in the areas of business management, strategic marketing and branding, communication, Media & Entertainment, Digital Platforms & Strategies, and Data Science & Business Analytics.
Leadership Vision
Ability to influence and lead teams and stakeholders in the generation of new ideas and entrepreneurial initiatives.
Analytical Skills
Demonstrate analytical thinking for data and evidence-based decision-making using the latest trends in big data, technology and Machine Learning
Global Citizenship
Manage and communicate global, economic, legal, and ethical aspects of business management with a particular focus on strategic marketing and branding, communication, Media & Entertainment, Digital Platform & Strategies, and Data Science & Business Analytics.
Managerial capability
Capacity to execute and achieve organisational goals through people, process and technology in a multicultural and collaborative environment
Growth Mindset
Display sensitivity to business, environment and society through a growth mindset.
Programme Unique Features
1. The program is taught through 4 methods
- Classrooms for theory using case studies
- Teamwork and competitions to experience market dynamics
- Labs to understand the intersectionality with technology (state-of-the-art digital studio, AR/VR facilities and Media Lab)
- Field and Industry immersions for practical application in real-life situations
2. Flexible learning paths
- Highly configurable course electives to suit individual learning preferences
3. Learning through responsibility
- Vibrant student community demonstrated by the presence of multiple student committees.
- Committees manage and run various aspects of campus life.
- This ensures that the learning continues outside the classrooms too.
4. Culturally diverse community
- Gender-balanced
- Pan India representation
- Inclusive – where everyone has a voice
5. MICA Residential Campus
- 19 Acres of verdant environment with over 3500 trees shared in harmony with peacocks and other flora and fauna. Promotes sustainability and environmental consciousness.
- Every wall is a canvas (we are famous for our graffiti). Promotes artistic and creative capabilities.
- An atmosphere that resonates with music, laughter and conversation. Promotes communication skills through our community radio MICAVAANI.
- Active sports avenues. Promotes sportsmanship and team spirit.
- Holistic well-being through Yoga, practice of mindfulness, and on-campus counselling. Promotes sensitivity towards good mental health.
6. Strong and networked Alumni
- Presence of Alumni in leadership positions across industry and academics
- Once a MICAn, always a MICAn
Curriculum
MICA students are encouraged to choose their own learning paths, which are non-linear and consist of multiple connected strands throughout Year 1 and into Year 2, without pre-decided tracks. Approximately 62% of the credits over the two years are core and fundamental, while the remaining 38% allow students to curate their professional knowledge and skill sets. This flexibility enables them to stay responsive to an agile and rapidly changing industry environment.
The recent addition of online courses serves multiple purposes: They act as prerequisites, bridge gaps, and refresh concepts before internships, placements, and transitioning into the industry.
The programme has rigorous coursework,
| Programme | Year | Credits |
|---|---|---|
|
The PGDM-C programme |
Year 1 |
62 |
|
Year 2 |
45-50 |
|
|
The PGDM programme |
Year 1 |
62 |
|
Year 2 |
45-50 |
Note: Area Nomenclature are subject to change
Note: Post Term 3 (on completion of Year 1), learners must undertake a mandatory 8-week summer internship project in industry. Upon successfully completing the summer internship process, learners are expected to submit their summer internship project report. Post-submission of the report, learners are expected to choose their specialization before the commencement of Term 4 (Year 2).
In Year 2, learners can select from the following specializations.
Major (Choose any 1)
- Strategic Brand Management
- Media-Tech Entertainment and Sports Management
- Data Science and Business Analytics
- Digital Communications Management
Minor (Choose any 1)
- Consumer Cultures
- Sales and Customer Relationship Management
- Business Management
- Global Communication and Public Relations Management
Note: Specialisations offered are subject to change
Note: Area Nomenclature are subject to change
Learning beyond the classroom: Immersions, Electives, and Advanced Courses
1. A special note on Immersions
MICA’s three Immersions offer experiential learning through industry and field-based engagements. Immersions help learners gain hands-on experience to run a business idea as an entrepreneur under Entrepreneurship Immersion (EI), get an opportunity to solve live problems by partnering with industry as part of MI Impact Immersion (MI Impact) and stay connected at the grassroots by engaging with villagers under Rural Immersion (RI).
Each immersion programme, a signature initiative of MICA’s pedagogy (teaching methodology), has a specific objective. The programme has a unique tripartite collaborative model of a faculty mentor, an industry/social sector mentor, and a group of students. Learners connect concepts learnt in classrooms to solve real-world problems.
2. MICA’s Impact Management Projects for All Cities Transformation (MI-IMPACT)
All PGDM learners take the MI-IMPACT Immersion programme. The programme spans all three terms of the first-year curriculum, during which student teams work under the guidance of a faculty and an organisation mentor and participate in real-world problem-solving projects. Working on live problems of strategic importance to the organisation, students provide evidence-based recommendations and analysis.
In term 1, learners gain an understanding of management challenges in classroom sessions using case studies, journal articles, and textbook readings. They hold group discussions with their mentors to identify problem statements, impact indicators, and project targets. They participate in a three-day field immersion, complete a pilot study, identify data needs, perform data analytics and design a solution methodology.
In term 2, teams prepare a proposal and spend four days on the field to implement it and submit their findings.
In Term 3, student teams measure and demonstrate the impact and submit their reports.
3. Societal Impact through Rural Immersion (RI)
All second-year PGDM-C and PGDM students take the rural immersion programme. It has a unique pedagogy that integrates and applies learnings from rural marketing, strategic communication, and social change leadership. Students spend ten days in rural communities doing field-based projects in collaboration with organisations in the social sector. Working in six-member teams, students immerse themselves in participatory experiences in grassroots culture and study rural ethnography and consumer lifestyles. They extend classroom learning and project management skills to articulate, design, develop, and solve complex communication and marketing problems. The programme aims to instill value-based business education and decision-making frameworks based on empathy, awareness, and self-reflection.
Students work under the guidance of a faculty member and a partner-organization supervisor. The team’s evaluation is based on four components:
1) a field diary,
2) qualitative feedback from the partner organisation,
3) a presentation to a jury on campus and video and
4) written reports.
4. Entrepreneurship Immersion
MICA’s EI course is designed to provide students with hands-on exposure to entrepreneurship and Startups. The students have to identify a business idea and work on it. This is an excellent opportunity to study a course on entrepreneurship while working on a business idea, providing practical and experiential learning on how to become an entrepreneur.
Throughout this journey, the students will get mentorship support from alumni, industry experts, and faculty through sessions and workshops to help develop an entrepreneurial mindset.
The course is mandatory for all PGP students in the first year at MICA, and students will work in groups. The team will comprise students with diverse experience and skills. The course objectives are:
- To provide hands-on experience in working on a business idea.
- Understand the relationship between opportunity and entrepreneurship.
- Understand the key factors affecting the implementation of business ideas.
The EI Course helps students to achieve the following outcomes:
- Create and think viable business ideas and work towards their implementation
- Recognize challenges faced by entrepreneurs while launching a new business/startup
- Evaluate market opportunities and challenges for new emerging business ideas
- Leverage by working in a team with diversified skills and bring out the best
5. A special note on general elective courses
Elective courses are extensions of the Core courses, whereas the Specialization courses would provide advanced learning opportunities for the students to sharpen their perspectives and skills. These electives broaden the horizons of students and help develop a well-rounded character. Students can opt for 16 – 18 credits
6. A special note on general elective courses
The Specialization courses are based on a career-building approach, considering the industry’s need for professionals with apparent career interests. These are intended to enable the students to develop specific skills and perspectives in their chosen career paths. For a major, students need to opt for 15 – 16 credits, whereas for a minor specialization, students need to opt for 7 – 10 credits.
7. A special note on advanced courses
In addition to general electives and specialisation courses, students need to opt for 5 credits equivalent in the form of either Advance Courses or Capstone Project or Dissertations.
Dissertations aim to harness students’ curiosity and shape it into a scientifically guided inquiry. It summarises the student’s overall educational and learning experience and demonstrates their ability to identify knowledge gaps in a specific subject, develop perspectives and generate insights by applying appropriate research tools and techniques. Students prepare a concept note, engage with a faculty mentor, draft a dissertation proposal, and submit a final dissertation report as part of the process. Learners must successfully submit and defend their final dissertation report for course completion.
Faculty
In the PGP programme, various MICA faculty members teach and mentor the scholars throughout their programme journey. These faculty members are actively involved in research and publications.
Eligibility Criteria
Admissions for 2025-2027
- Admission to the Post-graduate Programmes (PGP), both PGDM-C and PGDM require a Bachelor's degree (10 + 2 + 3 system) or an equivalent qualification in any discipline recognized by the Association of Indian Universities (AIU).
- Candidates appearing for the final year bachelor’s degree/equivalent qualification examination and those who have completed the degree requirements and are awaiting results can also apply. It is mandatory for such candidates to do the following:
- Produce a certificate from the principal/ director/ registrar/ head of the department of the institution/ university certifying that the candidate is currently in the final year/ is awaiting final results, stating that they have completed all the requirements (the result may, however, be awaited) for obtaining the bachelor’s degree/ equivalent qualification on the date of issue of the certificate. This certificate should be submitted latest by June 30, 2025
- The candidate, if selected, needs to submit the above-mentioned certificate to be allowed to join the programme provisionally. The admission will be confirmed only when the candidate submits the final mark sheet and certificate of having passed the bachelor’s degree/ equivalent qualification.
The deadline for submission of the final mark sheet and passing certificate is December 31, 2025. Non-fulfillment of this condition will automatically result in the cancellation of the provisional admission.
Selection Process & Timelines
- Candidates who demonstrate an aptitude for expressing, assessing, and /or conceiving ideas that move people to action and achieve business results tend to stand a better chance of being shortlisted.
- MICAT is a Computer Based Test (CBT) used for selection of PGDM/PGDM-C 2025- 2027 batch. It is conducted twice a year – First Saturday of December (2024) and last Saturday of January (2025). Candidates may choose to write both MICAT I & II. The better of the two MICAT Scores is considered. It has over 48 test centres across the country.
MICA PGDM-C / PGDM admission process given below
1.MICAT Registration - I and II Registration date
For yr 2025, This will be announced soon.
2. CAT/ XAT/ GMAT exam score
Each candidate must have taken at least one of the three exams (MANDATORY): CAT/ XAT/GMAT (CAT 2024 / XAT 2025 / GMAT (2023 onwards). Update your score options in the online application form which you would like to submit (i.e. CAT 2024, XAT 2025 & GMAT 2023 onwards).
After receiving your CAT score, XAT Registration No. and GMAT score, please update the details on our website on or before January 11, 2025. (Please mention your XAT Registration number only and we will collect the score from XLRI).
3. MICA Admission Test (MICAT).
All candidates are assessed on MICAT, which consists of 3 sections
- Section A: Psychometric Test
- Section B: Descriptive Test
- Section C: (has 4 sub-sections) – Divergent and Convergent Thinking; Verbal Ability, Quantitative Ability and Data Interpretation and General awareness
4. Merit List Preparation
Admission to MICA happens through a 3-stage filtering process comprising of – CAT/XAT/GMAT performance, Performance in MICAT written exam and performance in Group Exercise (GE) and Personal Interview (PI). Below are the steps for preparation of the Final Merit List:
- Step 1: Section A (Psychometric test) is first checked. This section is a qualifier.
- Step2: Those who qualify through section A, their relative performance on CAT/XAT/GMAT is considered. A minimum cut-off in CAT /XAT total percentile/GMAT score shall be considered (Best of the three scores is considered.)
- Step 3: Those who qualify based on the CAT/XAT/GMAT performance, their Section C (all sub-sections) of MICAT will be assessed.
- Section C scores are normalized. The evaluation uses percentile and raw scores for each sub-section and requires a minimum cut-off.
- Those who qualify through section C, their performance in Section B is evaluated.
NOTE: Both Sections C & B have a sectional cut-off (percentile and raw scores).
Those who qualify through Steps 1, 2 and 3 will be considered for GE & PI short listing.
Short listed candidates will be called for GE and PI at Ahmedabad, Bengaluru, Delhi, Kolkata or Mumbai. - Step 4: Candidates who appear in GE & PI MUST be RECOMMENDED by majority number of the interview panellists, to be considered for the final merit list
NOTE: All those who meet the criteria described above, their final composite score shall be created based on the following weightage:
- CAT/XAT/GMAT: 35%
- MICAT: 25%
- GE: 10%
- PI: 20%
- 10th,12th, Graduation: 5% (10th-1.75%; 12th-1.75%; Graduation-1.5%) (Kindly go through Grade calculation method for more information*)
- Extra-Curricular, sports, academic diversity, gender diversity etc: 5% (This Information will be filled separately at the time of GE & PI)
- Offer letters will be sent to candidates who feature in the final merit. If you do not accept the offer by the date mentioned in the offer letter, your name will automatically be removed from the merit list of the program.
5. For Candidates who have opted for both PGDM-C and PGDM.
- Candidates have the choice to opt for the PGDM-C and / or PGDM programme.
- Admission to either program – PGDMC or PGDM will be granted based on merit.
- PGDM program has a greater emphasis on analytics and therefore Quantitative Abilities and Data Interpretation (QADI) cut-offs may be higher for PGDM candidates.
- If you are merit listed for both programs, you MUST accept the admission offer for ONE of the programs of your choice on or before the date given in the offer letter.
- Once you accept admission to a program (PGDMC or PGDM) it is implied that you have willingly relinquished your position in the merit list of the other program.
NOTE: The choice of a program, once made, CANNOT be changed. Please make your choice carefully.
*The institute reserves the rights to make necessary changes in the selection process.
7. Candidate selection
Timeline for (2025-2027)
| Events | Dates |
|---|---|
|
MICAT I |
|
|
MICAT I Registration opens |
September 2024 |
|
MICAT I Registration closes |
November 23, 2024 at 11:50 pm |
|
MICAT I Issue of Call Letters/Admit Card |
December 04, 2024 |
|
MICAT I |
December 07, 2024 |
|
MICAT I Score |
December 20, 2024 |
|
MICAT II |
|
|
MICAT II Registration opens |
November 25, 2024 |
|
MICAT II Registration closes |
January 11, 2025. at 11:50pm |
|
MICAT II Issue of Call Letters/Admit Card |
January 22, 2025 |
|
MICAT II |
January 25, 2025 |
|
MICAT II Score |
February 14, 2025 |
|
GE & PI Shortlist |
February 14, 2025 |
|
GE & PI at MICA, Ahmedabad |
February 28, 2025 |
|
GE & PI at Bangalore |
March 04 & 05, 2025 |
|
GE & PI at Mumbai |
March 08 & 09, 2025 |
|
GE & PI at Kolkata |
March 16 & 17, 2025 |
|
GE & PI at Delhi |
March 21, 22 & 23, 2025 |
|
Final results |
On or before April 15, 2025 |
Fees & Financial Support
Fee details of Academic Year 2024-2026
- The two-year Post Graduate Diploma programme cost, including Tuition Fees, Residential Charges, Infrastructure Facility Charges, etc., is Rs. 26,00,000 (approx.).
- The International Immersion Programme is (Optional), and its fees are to be paid extra.
MICA Scholarships (AY 2024-26)
The MICA Scholarships are awarded annually based on the student’s overall academic performance and family income. The scholarships are awarded on a merit-cum-means basis to students currently pursuing studies at MICA. The process of evaluating and awarding scholarships is detailed and rigorous.
Criterion for selection is based on the following:
- Family Income not exceeding Rs. 10 lakhs per annum
- Student's overall academic performance.
- For PGP-2, a minimum CGPA of 3.00 and a class attendance record of a minimum of 80% across all subjects in the first year would be required.
- Other achievements (e.g., winning state/national/international level competitions)
- Scrutiny of Income-Tax Returns and Bank Statements of all the earning members of the family for the last 3 years
- A brief justification of applying for the scholarship (Separate in case of applying for Equity Scholarship)
- Family Background
The Selection Process for scholarship involves the following:
- Notification and Announcement to students inviting applications
- Preliminary scrutiny of applications and financial documents as per laid down criteria
- Interview and Interaction with the Scholarships Committee (consisting of MICA faculty and staff).
- Recommendations of selected students by the Scholarship Committee
- Official notification to the final selected students
The maximum number of scholarships to be awarded will be between 25 and 30 in a year. The Scholarship amount would be in the range of 25% to 100% of the Tuition Fees per student in the programme.
Apart from this, 1 or 2 students of PGP-1 will stand to receive sponsorship of up to Rs. 5 Lakhs from Prof. Bikram Bindra, MICA’s Adjunct Faculty. These scholarships given by Prof. Bindra will be known as the “Equity Scholarship” and will be applicable to those students from PGP-1 who represent a minority status based on religion, ability, sexual or gender identity.
Please note that the final discretion to award the scholarships rests with the MICA Management.
Placements & Alumni
Placements
MICAns have always been in demand. This is evidenced by the year-on-year track record of 100% placements, the growing percentage of pre-placement offers and the steady increase in average salaries. MICA has expanded the range of industries that recruit from it. At its inception, MICA provided talent and future skills to the Advertising, Media and Communications industry.
Today, MICA also caters to Banking & Financial Services, Technology, Sports Marketing, FMCG, Consumer Durables, Consulting and many others.
Here are some statistics of MICA’s placement season 2024:
Alumni
MICA considers its alumni, who number over 5000, critical stakeholders and an integral part of its academic system. During the year, MICA engages with these successful women and men who occupy top positions in MNCs and global organisations in curriculum development, academic think tanks, mentoring and visiting faculty. The fact that four of our GC members are MICA alumni and that our current Director & CEO are from the first batch of MICA aligns with the global trend of great institutions inducting alumni into their Boards and their management as they have experienced the institution firsthand and allows them to contribute to their alma mater. MICA is very proud to share that over 33% of MICAns from its 1st ten PGP batches hold senior positions (CEO, Vice Presidents, Managing Directors etc.) across the Industry and Academia globally.
Discover the student experience
Varun Dua
Batch - 2003
Founder-ACKO, a unicorn Insurtech startup
Sharing the role of MICA, Mr. Varun Dua, founder of ACKO, a unicorn Insurtech startup, said, “The best thing about a place like MICA is the diversity of people and how it encourages healthy discussion between faculties, your peers, etc. I was lucky to have many such discussions across music, sports, brand, and whatnot with my batchmates. So, MICA to me was and is a springboard.”
Jai Shrivastava
Batch - 2002
Chief Revenue Officer, Cyril Amarchand Mangaldas
During my time at MICA, the KEIC library’s online resources were indispensable, especially during COVID. KEIC provided full access to powerful tools like Statista, JSTOR, and IBEF, which were crucial in understanding market trends and forecasts. I leveraged this data extensively while preparing for B-school case competitions, leading to several wins over two years. I remember studying the future of AI and its impact on marketing when AI was just being introduced, and in retrospect, it’s remarkable how accurately those predictions aligned with today’s realities. A personal highlight was using KEIC’s resources to prepare for my summer and final placements, helping me secure a valuable position.
Key Information
Key Information
2025 admissions
Information on 2025 Admissions Will Be Shared Soon
Have a Question?
Fill out a quick form and we'll get back to you with answers or a call.
For specific enquiries, feel free to reach out to the appropriate team below.
Call us on weekdays between 9:00 AM and 5:00 PM.