“MICA is India’s premier B-School for Strategic Marketing & Communications”: Interview with MICA Director Dr Shailendra Raj Mehta

MICA Director Interview
Friday, January 25 2019, 11:30 AM
One institution that stands out is MICA Ahmedabad. With deep focus on marketing communication, MICA has become a foremost name in this domain with many of its alumni occupying plum positions in media, advertising and marketing industry. As Admission 2019 at MICA is open till January 30, MBAUniverse.com spoke to Dr. Shailendra Raj Mehta, President & Director of MICA. The excerpts from the interview are shared in this article

MICA Ahmedabad Admission 2019 Open- Apply New

As one looks across the top b-schools in India, in a sea of sameness, one institution that stands out is MICA Ahmedabad. “We aren’t another brick in the wall,” is the credo at MICA. With deep focus on marketing communication, MICA has become a foremost name in this domain with many of its alumni occupying plum positions in media, advertising and marketing industry. The 100% placement record at MICA reflects the demand of the MICA students in Industry. So, how is MICA different from a typical B-school? How does an average MBA aspirant, who has scored well in CAT and other exams, relate to MICA? How the MICA students become industry ready? As Admission 2019 at MICA is open till January 30, MBAUniverse.com spoke to Dr. Shailendra Raj Mehta, President & Director of MICA.

Last opportunity to Apply to Top B-schools with CAT & XAT Scores

Dr Mehta has a very distinguished academic career. After a 16-year stint at Purdue University USA where he taught Economics and Strategic Management, he returned to India in 2006-07 to head the collaboration between Duke CE (Duke University’s Corporate Education Arm) and IIM Ahmedabad as its head and as Visiting Professor of Business Policy at IIM Ahmedabad. At IIM Ahmedabad he continues to teach a popular course on Strategy Execution. He received his Bachelor’s and Master’s degrees from Delhi University (St. Stephen’s College and Delhi School of Economics, respectively), M.Phil from Balliol College, Oxford, and Ph.D. from Harvard.. MICA Ahmedabad Admission 2019 Open- Apply New

Edited Excerpts from the interview follow:

MICA is a pioneer in Branding and Communication Management, how will you compare it with other Top 10 PGDM B-schools?
MICA set up in 1991, is an autonomous institution. Set up as the first residential institute in the Asia-Pacific region dedicated to meeting the Integrated Communications needs of industry, the government and the community, MICA is today recognized as India’s premier B-School for Strategic Marketing & Communications. It clearly differentiates itself from any other B-School, as such.

MICA's flagship Post Graduate Diploma in Management-Communications (PGDM-C), produces innovative and professional leaders in Strategic Marketing and Communication domains. While subjects typical to a B-School and important to the practice of management, including Finance, Accounts, HR etc., are taught at MICA, the differentiation lies in the specializations offered. These are currently in Advertising & Brand Management, Marketing Analytics, Advertising, Media & Entertainment Management. MICA was also the first Institute in India to offer a complete specialization in Digital Communication Management to the PGDM-C students from 2013. It has enabled students to be well ahead in terms of their understanding and capabilities in a digitally enabled, as well as disrupted, world.

Students to the PGDM-C Program also come through 2 tests – CAT/XAT/GMAT as well as MICA’s own test MICAT. While the former tests are more analytically framed, MICAT, held across India, focuses on evaluating creativity, lateral thinking, and innovativeness, besides communication. Students coming in, therefore, display a unique blend of creativity and analytical ability. This is unique and reflects in the aptitude of the students selected, besides the diversity of the batch (given below)

MICA has recently earned accreditation from the National Board of Accreditation (NBA) for the PGDM(C) Program...MICA Ahmedabad Admission 2019 Open- Apply New

MICA also has 2 other full time courses:  The Fellow Programme in Management-Communications (FPM-C), and the Post Graduate Certificate Programme in Crafting Creative Communications (PGCP-CCC).

What is the focus of MICA? What is the goal and mission of MICA in Management Education?
MICA’s Mission
: To develop empathetic leaders and thinkers who are creative and adaptive problem‐solvers for a rapidly changing world.

MICA’s Vision: MICA shall be the Premier Management School for Marketing, Communication, and Creativity in a design‐driven and digitally enabled world.

PGDM(C) Program Mission: The program will develop ethical, well rounded, responsible and talented professionals, who would manage and lead organizations using analytical, innovative, creative and out‐of‐the‐box approaches.

PGDM(C) Program Vision: The program will stand out as a first choice program for students desiring to pursue management careers with a special emphasis on marketing and communications, and shall be highly respected in the industry for its content, pedagogy and the outcomes in terms of the quality of students qualifying in the program.

Is the PGDM-C at MICA equivalent to a regular MBA/PGDM programme? How does it compare?
As an autonomous institution, MICA’s academic programmes are approved by the All India Council for Technical Education (AICTE) and its 2-Year post-graduate diploma is recognised by the Association of Indian Universities (AIU) as being equivalent to an MBA degree of an Indian University. The Institute is also recognised by the Department of Science and Technology, Government of India.

MICA has recently earned accreditation from the National Board of Accreditation (NBA) for the PGDM(C) Program... MICA Ahmedabad Admission 2019 Open- Apply New

MICA has the USP of diversity of its student body. Please share more about it
Without any special marks or consideration by us at any stage of the selection process, we find that generally half the batch comprises of female students. As compared to other B-Schools, even the percentage of Engineers is lower (between 50-60% of the batch approximately) and the rest come from various disciplines, including arts and science. In work-experience, approx. 30 -35% comes without prior experience and the balance between 1 to 4 years. We also have a very diverse regional diversity with the current batch having come from some 22 states and UTs.

This diversity is unique to MICA and adds to the students’ interaction and learnings outside the classrooms.

Is there any change in the MICA admission process 2019? Does MICA propose to increase the intake or launch some new programme?
There is no change from 2018 admission criteria. We are considering an intake increase and will take a final decision on it.

Does MICA’s PGDM do well on placements? How has been the placements in 2018 and what is the expectation for 2019?
We have consistently recorded 100% placements and Placement 2018 was no exception.

The continued 100% placement record in 2018 is a reflection of the industry’s firm belief in MICA being a source of talent that adds significant value to their organizations. Our deep interaction and partnerships with the industry have helped us in developing industry-ready talent... MICA Ahmedabad Admission 2019 Open- Apply New

Placement 2018, for Class of 2016-18 at MICA, witnessed 76 recruiters making offers to 173 participating students. MICA achieved average domestic salary of Rs 12.30 LPA and the highest domestic salary of Rs 25 LPA. Moreover, the highest international salary recorded in placement 2018 at MICA exceeded Rs. 35.27 LPA.

Some of the top recruiters at MICA included Amazon, Amul, Future Group, Gartner, Google, ONGC, TITAN, L’OREAL, Mondelez, Tata Steel, Wipro, USHA, Yes Bank among others.

We are sure all students will be placed in our 2019 Placements cycle and we expect the benchmarks to further increase.

Stay tuned to MBAUniverse.com for more updates on MICA Ahmedabad