Summer Project

Organizational Study(Focus on MICA)

Submitted to N.R. Institute Of Business Management.

On19 July 2004

In partial fulfillment of summer training as a part of studyIn Master of Business Administration programme

ByJasmin Pradeep (03112)

Mudra Institute of Communications AhmedabadJune 2004

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Acknowledgement

I would like to extend my gratitude to Mr. Keyooor Purani for the constant support and guidance towards my efforts or making this study successful\.

I would also like to extend a huge thanks to Mr. Satish Nair for guiding me throughout my training program and providing me valuable suggestions.

My thanks to Mr. KGK Pillai and Mr. Sailesh for making my time at MICA a wonderful and learning experience

My sincere thanks to everyone at MICA for making my training at MICA a very pleasant and full of learning.

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Executive summary

My experience at MICA (Mudra Institute Of Communicatons, Ahmedabad) was a wonderful and learning experience. I started my summer internship at MICA on 24th May 2004. From the very first day itself, I got a warm welcome from everyone over there and the guided me at every stage for completion of my project.

MICA stands unique from all other educational institutes not only for its excellence in communication studies but all because of their distinct cooperation and coordination among the employees and their warm nature and attitude towards work and people.

In this project, I have focused on the organization as a whole, its activities, structure, programs, people and what makes MICA stand as a unique educational institute.

I performed my summer internship in MICA as an assistant to Professor Dr. Keyoor Purani who is assistant Professor as well as person in charge for the CCE&L, Centre for Continuing Education and Learning. I assisted him in making a proposal for Zee Telefilms which was approved recently and MICA got the project. I also assisted him to do many office works and finally I supported activities at MICA’s Centre for Continuing Education and Learning.

My experience at MICA was a wonderful learning for me. Being my first contact with firm, here it is an educational institute, I came to know about professionalism and how work needs to be performed in institute, I learnt how hard work and dedication is required to make a firm a successful one like MICA is one, it is the one of this kind in the entire India.

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Table of Content

Organizational Study....................................................................................................................1Acknowledgement........................................................................................................................2Executive summary.......................................................................................................................3Table of Content...........................................................................................................................4Mudra Institute Of Communications Ahmedabad (MICA)..........................................................61.Introduction:...............................................................................................................................62.History........................................................................................................................................7

2.1.The Idea..............................................................................................................................7

2.2.The First Steps....................................................................................................................72.3.From Strength To Strength.................................................................................................8

3. MICA’s Vision: ...................................................................................................................84. MICA’s Mission:......................................................................................................................85. Organizational Structure...........................................................................................................9

5.1.Functions of Departments...................................................................................................9 6. Infrastructure..........................................................................................................................10

6.1. Campus............................................................................................................................106.2. Classrooms.......................................................................................................................106.3. Computer Lab and Network.............................................................................................11

6.4 Hostel & Guest houses......................................................................................................116.5. Sports & other facilities ..................................................................................................11

7. People......................................................................................................................................127.1. Governing Council...........................................................................................................127.2. Faculty .............................................................................................................................127.3. OUTPUT..........................................................................................................................13

8. Knowledge Exchange & Information Centre (MICA Library)..............................................14

8.1.Product Information Service ............................................................................................15

8.2.Newspaper Tracking Service............................................................................................158.3.Current Contents Service..................................................................................................16

8.4.KEIC Membership Facilities............................................................................................16

8.5.Article Alert on Marketing, Advertising & Media (MAM) .............................................178.6.Photocopying Services......................................................................................................17

9. Culture.....................................................................................................................................179.1. MICAMINDS..................................................................................................................179.2.MICANVAS/MICA Lecture Series (MLS)......................................................................189.3.MICAREERS....................................................................................................................189.4.MICA Communication Review........................................................................................18

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10. MICA’s Flagship Brand........................................................................................................1910.1. The Curriculum:.............................................................................................................19

11. Academic Activities at MICA:.............................................................................................2011.1. Education Program:...................................................................................................20 11.1.a. Career Development Programmes:........................................................................20

11.2. Training..........................................................................................................................2211.2.b. Professional Development Programmes: ...............................................................23

11.3. Research.........................................................................................................................2411.3.a. MICA Research Centre...........................................................................................2411.3.b. Semiotics Research Centre.....................................................................................27

11.4. Consultancy....................................................................................................................2812. Academic Contribution.........................................................................................................28

................................................................................................................................................2913. Institutional & Industry Linkages.........................................................................................29

13.1. International Collaborations..........................................................................................2913.2 Affiliation with Professional Associations.....................................................................30

14. Centre for Continuing Education & Learning (CCE&L).....................................................3014.1. PDP/EDP Structure........................................................................................................3114.2. PGP/EDP Some Clients:................................................................................................3114.3. MICA’s Contribution.....................................................................................................31

Other Activities:..........................................................................................................................32 Conclusion.................................................................................................................................33

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Mudra Institute Of Communications Ahmedabad (MICA)

1.Introduction:

Mudra Institute of Communications Ahmedabad (MICA) is the first and only academic institution of its kind in whole of Asia. Established in 1991 by Mudra communications, the leading Indian advertising agency, MICA is a non-profit, autonomous institute based in the outskirts of Ahmedabad.

Unlike most B-schools (business management schools), MICA is focused on management of communications, communications driving and communications driven businesses. Unlike most C-schools (communications schools), it goes beyond skills of communications delivery to management and strategy of communications. The single most important aspect that makes MICA stand apart from the other management schools of the country is the strength and design of its curriculum. The courses are structures and taught with an intention of creating communications management specialists who are able to understand the multiple requirements of business, specifically of those organizations, which are communications-driven in realizing their business strategy.

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Communication Theory Communication structures, systems and process People, society and culture Media and technology Verbal and visual communication

Management TheoryManagement scienceBusiness managementOrganizational theoriesEconomic and political theories

Communication ManagementMarketing communicationSocial and developmental communicationOrganizational CommunicationInternational communication

Today, it is the alma mater of over 2550 professionals that are serving marketing, advertising, media, research and communication driven organizations. MICA stands on a belief, a realization and an idea. A belief: that marketing communication matters. A realization: that it needs professionalism, and an idea: to provide trained marketing communicators who can make a difference.

What sets MICA apart from other institutes in the areas of business as well as communication studies is its approach and scope of coverage. Only the best make it to MICA - students and instructors. And it is they who, in turn, make MICA the best.Unlike other communications schools, MICA makes certain that its students are given a very high level of exposure to modern business techniques and management processes. This provides developing the mental discipline of blending conceptual ideas with crafting strategy for business results. This is in addition to academic instruction on all the general and specific aspects of language, culture, media and communications, consumer behavior and marketing, advertising and marketing research, and newly emerging marketing communications which address database and technology anchored marketing, digital communications and branding, broadcasting and design communications.

2.History

2.1.The Idea

MICA was founded in the year 1991. It was a response to certain fundamental changes taking place in the Indian economy at the time. India was emerging as one of the biggest markets in the world. Its already large middle-class was further expanding. It’s banking system and capital markets had come into their own, and the country had made clear its intention to integrate with the world economy. This mercerization of India was complemented by the boom in media and information technology. Suddenly, the great market of India had opened to everybody in the world that had products, services, or ideas to offer. To add to it, the all-important middle-class was fast taking on newer lifestyles and higher aspirations. The net result was an unprecedented demand for mature communication skills. These were the developments that led to the formation of MICA. An idea whose time had come.

2.2.The First Steps

MICA initiated its first programme in June 1991 with a short-term course in Media Planning. Soon, this was followed up with other programmes on subjects like Advertising Planning and Client Servicing. The ball had been put to roll, and the response from the industry was overwhelming. In June 1994, the flagship programme of MICA was introduced - it’s extensive and unique Post Graduate Programme in Communications (PGPC).

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2.3.From Strength To Strength

Over the years MICA has grown not just in terms of content and purpose, but also in terms of stature, acceptance and reputation amongst its stakeholders -- industry, academia, and young aspiring graduates seeking a professional career opportunity in the Integrated Marketing Communications sector of the Indian economy.

3. MICA’s Vision:

MICA's vision is to be the pre-eminent communications management school

4. MICA’s Mission:

MICA’s mission is to create through education, training, and research, a renewable talent bank, particularly for advertising and marketing and all the emerging communication-driven businesses.

MICA aims to develop professional communication skills in the country by imparting relevant education and training the young men and women with a view to providing them with the expertise necessary to become effective communications management professionals.

A further mission of MICA is to develop leaders who will transform their organizations through the strategic use of communication.

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5. Organizational Structure

The figure below gives a brief view of the organizational structure at MICA, who the work is divided among various departments and how the work is handled between them.

5.1.Functions of Departments

The Director is the topmost authority. Under which there are five people, Dean (Academics), Registrar, Administration Manager, Finance & Accounts Manager, Manager (CCE&L), Manager (Publications).

Director

Registrar Admin. Manager

Finance& Accounts

ManagerCCE&L

Faculty Research Associates

Program Officer

Executive Admission

Exec External Relations

Exec Esate

Exec Operation

A/cc Officer

A/cc Executives

Program Officer

Program Executive

Production Assistant

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Manager(Publication)

Dean

Design Manager

Under the Dean there are 18 faculties and 6 Research Associates.Under the Registrar there is a Program Officer (whom perform various activities such as student’s registration, conduction of classes etc), Executive Admissions (for activities related to admissions), Executive External Relations (for activities such as press conference etc).

Under the Administration Manager there is Executive Estate and Utilities (who looks after various activities related to estates etc), Executive Operations (activities related to security, reception etc).

Under the Finance & Accounts Manager, there is Accounts Officer and under him is the Accounts Executive (handles all activities related to accounts).

Under the Manager (CCE&L) is the Program Officer (for career development programs), and Program Executive (for Professional Development Programs).

Under the Manager (Publications), there is Design Manager (decides about the design of brochures etc) and under him is the Production Assistant (handles activities related to production of MICA news, journals etc).

6. Infrastructure

6.1. Campus

The MICA campus situated on the outskirts of Ahmedabad extends 17 acres of green grass and sports a well-tended garden of flowerbeds and orchards. There are about 100 varieties of plantations and about 50 varieties of birds been spotted within the campus. A central complex houses the classrooms, faculty chambers, the Knowledge Exchange Center and auditorium. In addition, there is a conference hall, a fully equipped computer laboratory and provides facilities on par with the best management institutes.

The seven hostel blocks, with well-equipped rooms, provide to 200 students and have a 24*7 Internet connectivity.

6.2. Classrooms

MICA has well equipped, and 4 fully air-conditioned classrooms with the capacity for 70 people. Each classroom has LCD projector and high capacity sound systems. It has separate rooms for conducting seminars, which are also well equipped with air conditioners, LCD's, and sound systems. MICA also has an auditorium with a capacity for 250 audiences.

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6.3. Computer Lab and Network

MICA's Computer Center with 24/7 Internet access is one of the select institutes in Gujarat to have the radio link advantage. Students have access to the Internet and thus the means to use this facility with greater benefits all round. Students have also been provided connections in their rooms for personal computers, and it is compulsory for all residential students to have a personal PC on admission to the PGPCM. MICA's state of the art Computer Lab houses multi-media personal computers, which are linked to each other by a local area network and have 24-hour Internet connection. Special packages like Media Analyzer and Research support tools are available to all students at the Lab.

Another HCL Infiniti PII server running Linux is used as a proxy server, mail server and firewall for the institute's network. This server is connected to the Internet through a 64 Kbps leased radio link to the Department of Telecom (BSNL) and 512 Kbps leased radio link to Bharti Telecom Ltd., providing full Internet access to the institute. The Linux server is also being used as a web server to publish student and faculty home pages.

The IT infrastructure provides the following facilities:1. Hi-speed internet access and e-mail facilities for everyone2. Multimedia Presentation facilities including internet access within the classrooms and each individual student hostel room3. Library databases on the intranet4. Facilities for creating and publishing web pages5. Electronic notice-boards6. Databases such as NRS, IRS, Media Planning software, business games and simulations such as MARKSTRAT, and software for statistical analysis

6.4 Hostel & Guest houses

The seven hostel blocks, with 176 well-equipped rooms, provide to 200 students and have a 24*7 Internet connectivity. In addition, it has 6 well-maintained air conditioned guestrooms for visiting faculties and guests.

6.5. Sports & other facilities

MICA Campus consists of tennis court, basketball court, volleyball court, and badminton court, cricket ground and a community center. It also has a well-equipped gymnasium, which is provided to the students to enhance their interests related to sports.

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7. People

7.1. Governing Council

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 Governing council upholds the vision and mission of MICA and ensures its dynamism.

MICA’s Governing Council

Mr. Gerson da Cunha - Communications Consultant (Chairperson) Mr. Subrata Bhowmick – DesignerDr Pradip N Khandwalla – Former Director, IIMAMr. Alan D'Souza - Executive Director, Mudra Communications Pvt. Ltd.Prof Sharad Sarin - Professor, XLRIMr. Kiran Karnik - President, NASSCOMDr N Bhaskara Rao - Chairman, Centre for Media StudiesMr. Madhukar Kamath - MD & CEO, Mudra Communications Pvt. Ltd.Mr. N Vittal - Former Central Vigilance Commissioner, GOIProf Atul Tandan - Director, MICA

7.2. Faculty

The core faculty of MICA will anchor the program. Depending upon the schedule of time, other leading practitioners/academicians who regularly visit MICA may also be involved. MICA currently has about 15 full-time faculty supported by 6 academic associates. It also has about 6 adjunct faculties who are associated with MICA on regular, continuous basis. It has a large pool of visiting faculty from other reputed Indian and International universities and institutions, Industry and Research organizations. The gives an indication of the degree of practical understanding that MICAns go through to orient themselves into complete marketing communications management professionals

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By Experience (Faculty)

7.3. OUTPUT

As an institute of communications education, it is our responsibility to make sure that relevant and timely information is available to all who are in any way linked with communications - in India, Asia or even the world.

Towards this end MICA has established the MICA Knowledge Exchange and Information Centre (KEIC) which will act as a channel for inflow, categorization and systematic outflow of information. Having started as a library, this centre has the provision to soak up the most current information, segregate it logically, and supply it to all those who need it.

Apart from processing and making available existing information, MICA also works on creating new knowledge through Research. This research is conducted by MICA faculty, both for commercial as well as educational purposes. The faculty also makes available their vast experience and expertise in the form of consultancy services for organizations.

A prime example of MICA's research output for commercial purposes is our most unique and comprehensive MICA Rural Market Ratings. This, as the name suggests, provides constantly updated data on the overall economic potential of several rural markets in India. The MRMR is offered as a continuous value-added product from MICA.

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48%

16%

20%

16%

Ph. D.

Pursuing Ph.D.

Professionals

Post-Graduates

8. Knowledge Exchange & Information Centre (MICA Library)

The MICA KEIC (The Knowledge Exchange & Information Centre) has a collection of over 4669 books on subjects ranging from marketing and management to Indian culture and people. In addition, there are over one hundred subscribed journals, both national as well as international, that document the latest work in the fields of marketing, communication. The KEIC also stores the latest advertising campaigns and print ads in audio-visual formats and CD-ROMs. MICA’s KEIC provides monthly briefing services to clients and subscribers and represent one amongst a series of forays into real time information management that benefit both the student community as well as the professional. MICA KEIC is an exclusive center for advertising, media, marketing, and related information. It extends total information support to marketers, ad agencies, media houses, management institutes and researchers.

MICA can be proud of its hi-tech library. It has 4669 books, on about 35 subjects, 350 videocassettes, 57 guard books of print ads and 550 audiocassettes and CD-ROMS. They subscribe to 125 periodicals and 12 dailies. It also has TV, VCR, Scanner, CD Writer and other facilities. The range of data bases covered is books, newspapers, dissertations, television, commercials, non-book materials, case studies, print ads and periodicals. The Library's database helps in decision-making, defining future strategies, making new business presentations, and understanding the market. This helps in saving time, money and efforts that go into collecting information from diverse sources.

Also available at the MICA KEIC are valuable reference tools like up market surveys, NRS, IRS, Census, CMIE and others available for study. It also subscribes to MAGIndia online databases, Indiastat.com, VANS Electronic Library (1999 to 2003) and EBSCO Online database of 1124 International Journals. The reference section has more than 14,000 Television commercials and more than 57,500 newspapers clipping on areas ranging from advertising, mass media and internet to marketing and over 788 student dissertations and summer reports.

Information is an important tool for decision-making, research, and education. The MICA KEIC has completed ten years; it can effectively retrieve information through its well-organized information management. It has already started serving academic institutions and the advertising/marketing/media industry.

The services of KEIC are intended to extend much-needed info-support to the marketing communications industry specifically in areas of decision-making, strategizing, making new business connections and understanding markets. Already, organizations like Ambience, Bates Clarion, Blackstone Market Facts India, Blowplast Ltd., BPL Mobile Cellular Ltd., Colgate-Palmolive, Dainik Jagran, Enterprise Nexus, EURO RSCG, Goa Institute of Management, IIPS, Indica Research Pvt. Ltd., Interact Vision, Indian Oil Corporation, Learning Byte International, Leo Burnett India P. Ltd., Lowe Lintas, Maa Bozell, Marico, Mudra Communications, NDTV, Nike, Ogilvy & Mather, Orchard Advertising, ORG - MARG, Parrys, Quantaum Market Research, Rasna, Rediffusion - DY&R, Sobhagya Advertising

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Service, Think Design, Wahindia.com and XLRI (Jamshedpur) have availed themselves of various KEIC info services.

The info services currently offered are:• Product Information Service

• Newspaper Tracking Service

• Current Contents Service

• KEIC Membership Facilities • Article Alert on Marketing, Advertising & Media (MAM)

8.1.Product Information Service

DescriptionThe purpose of this service is to provide complete advertising, marketing and media related information on a given product. The information is compiled from various publications as well as from television and could include information on competitive brands, market sizes, consumer profiles, brand performances, market shares, new product launches, company performances, advertising work, advertising strategies, to name a few.

FormatThe information is supplied in the form of copies of the relevant articles, print advertisements, etc. Where required it is supplemented with a database of the TV commercials listing the brand, the advertiser, the agency, the ad title and the producer.

8.2.Newspaper Tracking Service

DescriptionArticles relating to advertising, marketing and the media appearing in 12 major Indian newspapers are collated in a database. The newspapers covered are:

1. The Times of India (Ahmedabad Edition)2. The Economic Times (Ahmedabad Edition)3. The Indian Express (Ahmedabad Edition)4. Business Standard (Ahmedabad Edition)5. Financial Express (Mumbai Edition)6. The Observer of Business & Politics (Mumbai Edition)7. The Hindu (Chennai Edition)8. Business Line (New Delhi Edition)9. The Telegraph (Kolkata Edition)10. The Hindustan Times (New Delhi Edition)11. The Pioneer (New Delhi Edition)12. Asian Age (Ahmedabad Edition)

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The database is indexed across brand names, generic names, agencies, companies, keywords, subjects, etc, making it extremely useful and easy to use.

FormatThe database is provided in digital (diskette) format and is also supported by a bound hardcopy. The frequency of the service is monthly.

8.3.Current Contents Service

DescriptionSimilar to the Newspaper Tracking Service, contents from 101 different periodicals and journals on advertising and related fields are compiled into a database. The subscriber is sent the latest articles in the field of her/his choice from the publications selected by her/ him.

FormatThe articles are sent as hard copies on a monthly basis.

PriceSubscription charges are Rs.1,000 per annum with an additional charge of Rs.25 plus postage per article sent.

8.4.KEIC Membership Facilities

Description:Institutional membership of the KEIC is offered to individual communications professionals, institutional marketing communications organizations, marketers, advertising agencies, the media and educational institutions. Facilities are also extended to current students of management in any discipline.

The facilities to members include:1. Monthly circular announcing new arrivals in the KEIC2. Free Current Content Service to ten selected periodicals3. Full access to the MICA KEIC and its facilities for reading and reference4. Rebate of 10% on the Product Information Services, if availed during the membership

Membership Fees:Rupees Five Thousand Only (Rs. 5,000) per annum for MICA alumni.Rupees Seven Thousand Five Hundred Only (Rs. 7,500) per annum for organizations and other corporate entities Rupees Two Thousand Five Hundred Only (Rs. 2,500) per annum for students and faculty of management in any discipline and communications related programmes

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and course. Rupees Three Thousand Five Hundred Only (Rs.3,500) per annum for academic institutions and other institutional libraries.

8.5.Article Alert on Marketing, Advertising & Media (MAM)

DescriptionMICA Knowledge Exchange and Information Centre (KEIC) is pleased to announce the launch of Article Alert on Marketing, Advertising & Media (MAM) for ad agencies, marketing research companies, press, other media, entertainment houses, advertisers/marketers, communications driven businesses and educational institutions. Article Alert on MAM is an electronic bulletin service available from periodicals subscribed by the MICA KEIC. For the first time this type of service is going to be available for the industry. This helps the brand managers, media planners, media buyers, marketing researchers, advertisers, marketers, and key decision-makers in press and broadcast media as also the faculty members in marketing, advertising and mass media. Periodicals Services will be provided from eighty national and international periodicals and journals

8.6.Photocopying Services

One mention only the serial number, author, and title as appears in the electronic bulletin at the time of ordering the article for photocopying. Per subscriber only one copy will be provided. The facility is extended for educational, research and personal use only.

9. Culture

Sports, theatre, movies, music, festivals, parties. MICHAOS volley matches, crazy cricket matches, non-stop tennis and badminton, SANKALP – Ahmedabad’s most awaited production with plays of national fame, TRINETRA – the movie and popcorn club for the much needed breaks after long assignments, the festive spirit – a celebration of all cultures and of course parties where one can let their hair down. MICAn culture is vibrant and varied. It rejuvenates, teaches, binds and evolves with you.

9.1. MICAMINDS

A student initiative to reinforce MICA’s supremacy in Integrated Marketing Communications by providing creative business solutions to corporate clients.

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9.2.MICANVAS/MICA Lecture Series (MLS)

Learning never stops. In an ever-evolving scenario, learning goes beyond the classrooms and that’s when the importance of interaction with the industry comes in. Mica Lecture Series (MLS) has been formed with the sole intention of increasing this industry interaction, to bring in the best minds of the communications and marketing industry and to get them to share their work, their success, their joys and the paradoxes they have faced in the world of communications management. MICA has seen the dozens of the communications and marketing industry grace the institute and they have imparted sharp insights into bridging sound concepts and dealing with pragmatic solutions in understanding the “real world” view. MLS has made MICA a different learning experience altogether.

9.3.MICAREERS

MICA's Centre for Continuing Education & Learning is an expression of their continued commitment to assist companies in the communications industry emerge as winners in an increasingly competitive, complex, and technology-driven global environment. It helps Industry in many respects:Industry can immensely benefit from new knowledge generated through research and case studies at MICA leading to development of new paradigms about effective communication management practices. MICA faculty adds value to the corporate sector by giving fresh perspectives through its Consulting Services, Career Development Programmes (CDPs), Professional Development Programmes (PDPs), In-company Executive Development Programmes (EDPs), and seminars and conferences on emerging issues and opportunities in industry.

9.4.MICA Communication Review

MICA Communications Review is a refereed international journal of Mudra Institute of Communications, Ahmedabad (MICA). The Review promotes inquiry into contemporary communication issues within the wider social, economic and technological contexts, and provides a forum for discussion of theoretical and practical insights emerging from it. For them, communication means: marketing communications, communication management, mass and new media, development communication, culture studies, and organizational communications. MCR is published quarterly by the Mudra Institute of Communications, Ahmedabad, Shela, Ahmedabad 380 058 India.

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10. MICA’s Flagship Brand

MICA’s flagship Post Graduate Programme in Communications (PGPC) has set a scorching pace for itself since its inception in 1994. The evolution is highlighted in many of its achievements over the years across all domains of marketing and communications expertise. This includes research, consultancy and training services. Admission to this programme is through a rigorous selection process. Students after appearing in the Common Aptitude Test (CAT), go through a MICA Entrance Test (MET), Group Discussion and Personal Interview. The stringent selection norms coupled with the rigor of the curriculum ensures the quality of the career managers graduating every year. The program, known for its depth and career orientation has been specifically designed to assess the student’s ability in acknowledging the importance of the integrated marketing communications knowledge / concepts and skills and its pragmatic application.

The main objective of the program is to develop students into high caliber professionals in communications for careers in marketing, marketing research, advertising and media organizations. The program specifically attempts to accomplish the following tasks:

• To equip students with required conceptual, behavioral and technical skills. • It offers a hands-on experience to become effective marketing and communications

managers.• To impart a sense of values that encompasses not only a work ethic but also a

commitment to and a passion for marketing and communication, as a science and a skill, especially in commercial and marketing organizations.

• To encourage the use of imagination and discipline to become integral to their way of working.

10.1. The Curriculum:

The Core Courses lay stress on understanding of people and culture and the basic components of marketing and communications. They also lay stress on understanding of management techniques. This includes subjects like rural communications, economic and political profile of India, consumer behavior, retail and visual communication, mass media, print production, strategic and social marketing and management orientation courses like business and demand forecasting, business policy, finance and human resource management. 7The pedagogy involves intense classroom coaching - through class discussions, case analysis and multimedia presentations. The theoretical understanding is constantly tested and applied in practical situations through live projects, software simulations and case studies. The PGPC student, in his two years, studies and analyses a minimum of 300 cases on subjects ranging from brand communication and marketing management to business strategy and policies. Diversity and flexibility in teaching methods is one of the key strength of MICA.

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11. Academic Activities at MICA:

The key activities at mica can be broadly classified under 4 domains viz. Education, Training, Research and Consultancy. These are briefly discussed below:

11.1. Education Program:

MICA’s flagship program is 2 year Post Graduate Diploma Program in Communications Management. The highly prestigious program is recognized by AICTE (All India Council for Technical Education) and Department of Science and Technology, Government of India. Out of over 6500 applicants, 60 students based on an elaborate selection process are admitted to the full-time, residential program. Over 6 terms, students undergo as many as 40-50 carefully developed courses to earn a diploma. The students find jobs in marketing companies, advertising agencies, media buying and media companies and marketing research agencies. Over 500 students have gradated in 9 batches so far.

The institute has started offering first-of-its kind career development programs in emerging areas of communications. It offers one-year post graduate certificate programs in Crafting Creative Communications, Public Relations & Event Management, Broadcasting Management and Design Communications Management. It is slated offer 2 new one-year certificate programs from this year in the area of Retail Communications Management and Healthcare Communications Management.

The first batch of broadcasting program was well received by industry and it offered 17 specifically trained graduates to television and radio companies.

11.1.a. Career Development Programmes:

MICA is launching three Post-Graduate Certificate Programmes for the students who posses a Bachelor’s degree in any discipline. The following programmes are being launched from the academic year 2003-04. In all these three certificate programmes, MICA assists students in finding placement in industry.

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Stakeholders (Interest in PGPCM-By Applicants)

Public Relations & Event Management: This programme commences from July 15, 2003. The main objective of the program is to develop students into high caliber professional careers in Public Relations, Corporate Communications, Event Management, and Marketing Communications functions. Admission to this programme is open and last date for application is May 31, 2003. The programme duration is for nine-months, including industry internship.

Design Communication Management: This programme commences from September 15, 2003. The programme focuses on expanding the knowledge base of design communication and their uses by integrating design with marketing policy, technology, production and strategic planning. The main objective of the program is to develop students into high caliber professionals as design managers, design researchers, design strategists, and design consultants. Information about admission procedure and other details may be obtained from MICA's website, or by writing to the Coordinator at CCE&L.

Broadcasting Management: This programme commences from September 15, 2003. The program combines disciplines of Broadcasting Management and Mass Media & Communications and focuses on Management of the Broadcasting Process in industry. The main objective of the program is to develop students into higher caliber professionals for the Broadcasting Industry. Information about admission procedure and other details may be obtained from MICA's website, or by writing to the Coordinator at CCE&L.

Crafting Creative Communications: The programme has been designed around the two specialized skills, namely, Copywriting and Art Direction. Copywriting involves writing advertisement for print media, commercials for TV and radio, direct mailers that need just the right words. Art Direction involves designing the visual grammar of an ad to attract and hold the attention of the consumer and communicate the selling message. The programme aims to develop students into high caliber creative professionals for careers in Copywriting and Art

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3057

2594

3561

4602

5419

6750

0

1000

2000

3000

4000

5000

6000

7000

8000

1999-2001 2000-2002 2001-2003 2002-2004 2003-2005 2004-2006

Direction in the advertising & marketing communications industry. Admission to this programme is open at the interval of every two months. Information about admission procedure and other details may be obtained from MICA's website, or by writing to the Coordinator at CCE&L.

11.2. Training

MICA has decided to focus on continuous need for updating skills and knowledge of professionals in the industry and has established a Center of Continuing Education and Learning for identifying training need gaps, developing executive training programs and delivering them using innovative learning tools. The center conducts 4 basic kinds of programs for executive learning viz. Professional Education Programs - these are 3-6 months residential educational programs for working executives, Professional Development Programs - 3 to 7 days program on highly specialized topics, In-company Training programs - specifically developed for a company's executive training and Seminars - 1-2 days experts' opinion on contemporary issues.

In last 13 years, MICA has conducted about 74 short-term executive training programs both on-campus and off-campus from which over 1000 professionals have benefited.

MICA has conducted sandwich programs too. CPMC – 24 Sundays Certificate Program in Marketing Communications was a huge success where 30 of Ahmedabad based professional were trained in marketing communications. The classes were taken on every Sunday and participants were given assignments implement what was discussed in the classroom. An Internet newsgroup was created to guide the participants during the week.

For Cadila Pharmaceutical Ltd’s product managers too, a sandwich program was executed where for 6 months, executives were trained on Creative Healthcare Communications 2 days every month. The program immensely helped the participants as it could allow them to try out what was learnt in the classroom.

MICA is perhaps the only Institute in India catering to training needs of media companies. Following table summarizes MICA's efforts in training media professionals.

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Sr. # Year # of Professional Development Programs

# Participants

1. 1991 1 92 1993 1 173. 1994 1 214. 1995 1 325 1998 2 356. 1999 2 597. 2000 1 348. 2001 2 469. 2002 8 16310. 2003 3 6211. 2004 1 13

MICA conducted a series of executive programs (2 days each) specifically for Television Broadcasting executives in 2002. The issues addressed were Channel Research and Media Planning, Channel Programming and Channel Marketing, Channel selling and Media buying in association with TAM. Over 33 participants benefited from this series.

11.2.b. Professional Development Programmes:

These programmes consist of short duration training programmes, workshops and seminars, focusing on different aspects of communications and marketing. The duration of these programmes normally ranges from two days to one week. The target groups are professionals and working executives. Some of the programmes and workshops that MICA has conducted so far: are: Managing Marketing Communication, Managing Corporate Reputation, Nurturing the Brand, Brand Equity Management, Communication @ POP, Building the Corporate Image, Media Marketing and Planning, Brand Management Workshop, Brand Communication Workshop, Internet Marketing Workshop.

MICA has planned about 10 professional development programmes for the year 2003-04. These are: Retail Communication; Mind of MY own – Marketing to Generation next; Brand Building through Event Management; Managing PR; Touch Their Lives…through Cause Related Marketing and Corporate Social Responsibility; Ensuring Quality in Market Research; Media Management; Understanding AORs Strategic Media Management and Planning; HR Challenges in Marketing Service Agencies; Understanding Business and Economic Environment: A Seminar for SMEs; ICE Reforms and Convergence Bill 2000 – Impact and implications.

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11.3. Research

MICA faculty individually and in team brings output considerable research output to benefit academia and industry. MICA's marketing planning packages MUMR (MICA Urban Market Ratings) and MRMR (MICA rural Market Ratings) are successful research products. It also has a study on 'Uses and Gratification of Internet Medium' to its credit. MICA publishes a refereed international journal to promote research in the area of communications and communications management called 'MICA Communications Review'. Individual faculty's research output is packaged in series of booklets called 'Research Review Series'. This covers exploration of topics ranging from media, social and developmental communication to behavioral communication to Marketing Communications

Research is one of the key areas at MICA. It intends to promote intellectual inquiry and constant up gradation of knowledge in communication management and related fields. The primary objective of research at MICA is to generate relevant knowledge that can be applied by practitioners and thus serve as a resource to academia and industry. The research focus is simultaneously on pure, applied and meta-research and the goal is to disseminate new knowledge to our several stakeholders.

There are two centers of excellence at MICA• MICA Research Center (MRC) • Semiotics Research Center (SRC)

11.3.a. MICA Research Centre

MRC is a center of excellence. Research at MRC is conducted primarily in five areas:• Advertising • Media • Marketing Communication • Social & Development Communication • Organizational Dynamics and Human Resource Development. • Current topics of interest in each of the areas are listed below:• Advertising Research •

Ad-effectiveness studies

• For different stages of the buying process• Relating ad recall/preference /liking data on purchase predictions

Impact studies

• Measuring of short-term and long-term effects of television advertising on social values

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• Impact of advertising on children and socially disadvantaged categories

Ad creation research studies• Role of emotion-arousal and values, culture and ethnic perspectives in creating

effective commercials• Challenge of incorporating creativity with measurable outcome in ad-creation• Ethical issues in advertising• Gender issue, surrogate advertising.

*Media Research

Reception AnalysisMedia audience measurement tools and rating criteria

Media Branding• Newspapers and broadcast media as brands • Experiential marketing as a tool for brand building. • Developments in Branding Media products.

Impact studies• Impact of electronic media on children, adolescents, women and socially disadvantaged• Impact of Media on human rights, social structures, peace and conflict

resolution

Analysis of media content• Media-lab studies for evaluating developmental communication campaigns• SWOT analysis of different media / media content reflected editorially

Legal and Regulatory aspects of Media Communication• Restrictions and Censorship • Intellectual Property rights

*Marketing Communications Research

Consumer Insight Studies in Indian ContextFinancial, Marketing , Healthcare, Hospitality and other services)

Segmentation StudiesIdentifying and developing new segment profiles (super rich children, adolescents, teens, youth, professionals, working women, middle-aged and elderly).Developing newer ways of segmenting the vast heterogeneous Indian Markets.

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Brand Building Studies Role of Brand communities, Internalization of brand in the process of consumer socializationBrand-tracking Use of colour and design as strategy in building brands (Brand Semiotics).

Emerging Paradigms of Brand CommunicationBrand Building through Event Marketing and Sponsorship, Below-the- line marketingDirect Marketing and Database Marketing(human-technology interface)

Integrated Marketing Communication Mix studies Identifying communication mixes for different markets/products/distribution channels

Retail Communications in IndiaObservation of Shopper behaviour, analysis of decision making process, Impact of on social habits of the family

*Social Research Area

Rural Communication Systems Agro-development communication

Healthcare Communication Systems AIDS Awareness communication

Development Communication Universal education/ Adult literacy/ Education for the girl-child

Urban Slum Development CommunicationCommunication to combat tobacco /drugs/ alcohol abuse

Environment Communication Forestation / Anti-Pollution/Water harvesting /Energy conservation

Impact studies Impact of various types of communication on the psychological /social conditions of the society

Monitoring and evaluation studies Government /NGO sponsored social development projects

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11.3.b. Semiotics Research Centre

The Concept

SRC aims to utilize semiotic research tools to understand unique codes and symbolic structures in the context of Indian culture and society. The significance of semiotics for MICA is that this knowledge can be utilized to develop more focused and effective communication packages for advertising and media industry and teaching material for education. The aims of research in this area are:

• To sensitize Indian Industry to the relevance of Semiotics as a research tool in generating knowledge to build a successful brand.

• To utilize Semiotics research to generate results which are socially and culturally more relevant and precise.

• To generate Semiotics based case studies and articles to popularize it in Indian media and communications industry

Some of the current research projects undertaken are:• Nath, P. R. and Khanwalkar S. (2003) A Semiotic Reading of Beauty Shampoo TV

Commercials in India.• Lahiri, S. and Khanwalkar, S. (2003) A Semiotic Understanding of the Projection of

Today's Indian Women in Advertising Communication.• Natarajan, A. and Khanwalkar, S. (2002) A Semiotic Analysis of Gender Roles in

Youth Media Vs Reality. • Srinath, B.and Khanwalkar, S. (2002)A Semiotic Analysis of AIDS Communication

Messages to Youth.A Workshop on The Science of Semiotics is being held at Mumbai by SRC on the 8th and 9th of August, 2003. Leading practitioners of Semiotics from India, Ireland and USA have been invited to conduct the workshop. They represent both academia and industry and hence, have immense wealth of real world expertise coupled with sound theoretical perspective. The participants will be from the communication industry.The objectives of the workshop are:

• To demonstrate the use of semiotics as a powerful interpretative tool for the purpose of understanding the impact of sign systems on people and then creating effective communication.

• To demonstrate the use of semiotics in various media ranging from films and advertising to music videos and fashion.

• To demonstrate the applicability of Semiotics to a)existing methods of research- like Qualitative and Ethnography. b)creative processes in the advertising world and c)media planning.

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MICA Rural Market Ratings

An important element in MICA's mission statement is to conduct research as applied to the needs of the marketing and communications industry. The MICA Rural Market Ratings (MRMR) is the outcome of this objective.

It's our studied belief that, increasingly, in the future, organizations with a broader perspective will need to penetrate deeper into different strata of our population that is now nearing the billion marks. This will be true, whether they be marketing companies, development agencies, NGOs or academia.

Rationale for the study

Today, rural markets - in terms of volumes and growth - have already overtaken urban markets in many categories of mass-consumption branded goods. And, for many companies, a strong presence in the rural markets has even now become crucial for achieving corporate objectives. Prosperity in agriculture, widening retail network, and impact of TV are expected to further boost the importance of the rural sector in the near future.

This trend leaves little doubt in our minds that corporate that have a perspective on the rural scene and an understanding of the opportunities available will stand to have a major advantage. To this extent they are sure that the information contained in the MICA Rural Market Rating will prove to be valuable and essential to all who have rural India in their scheme of things.

The MRMR is intended to work as a potent tool for all those marketers who are serious about their future potential in India.

11.4. Consultancy

MICA undertakes various consultancy projects for large and small business enterprises as well as state and cabinet government.

12. Academic Contribution

Over 20 Corporate and Government consultancy projectsMore than 32 published papers in the last 2 academic yearsInstitute initiated syndicated research worksMore than 400 faculty guided student dissertationsIntroduction of MICA Research Review Series

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Student-Faculty Publication - book on Organizational Dynamics - Managing the Odds releasedBook on Indian Consumer Behavior in progress

Companies on Campus (MICA has 100% placement)

13. Institutional & Industry Linkages

13.1. International Collaborations

MICA has established linkages with some of the very best known Institutes abroad for student & faculty exchange and collaborative research. Following are the institutes with whom MICA has signed MoUs.

Nanyang Technological University (NTU), Singapore

Nanyang Technological University (NTU) was established by an Act of Parliament on 1st July 1991. It has its origin in the former Nanyang Technological Institute (NTI) which was set up in August 1981.

NTU aims at becoming a university with general academic excellence and niches of international eminence.

ESCEM School of Business and Management, France

Created in April 1998, ESCEM School of Business and Management is now placed as the one of the largest and most effective of the French management colleges. The mission of ESCEM School of Business and Management is to contribute, by the provision of advanced management training, to the development of the men and women of the organization in an

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2000 2001 2002 2003 2004

environment marked by the globalization and the omnipresence of the technologies of information and communication.

Florida State University College of Communication (FSUCC), United states- For joint research projects

Chartered Institute of Marketing, UK- MICA approved study centre for courses offered by CIM

University of Central England, UK - Curriculum development for Design Communications Management

13.2 Affiliation with Professional Associations

All India Management Association American Academy of Advertising (AAA)Asian Media Information and Communication Center of India (AMIC)Association for Education in Journalism and Mass Communication (AEJMC)British Library Center for Monitoring Indian Economy Pvt. Ltd. (CMIE)Consumer Education and Research Society Design Management Institute (DMI)Economic Developments in India (EDI)Indian Society of Advertisers, ISA International Association for Semiotic Studies- Association International de Semiotic (IASS-AIS)Marg Publications (N.C.P.A.)Mudra Advertising Gallerie (MAG): TV Ad IndexPOPAI MembershipThe Advertising Club Bombay, ACB (Membership)Audit Bureau of Cisculation

14. Centre for Continuing Education & Learning (CCE&L)

MICA also conducts a number of programmes for executives and professionals who are already working and want to hone their skills in any aspect of marketing or marketing communications. The programmes are broadly divided into two segments - Executive and Professional Development Programmes, and Career Development Programmes.

Career Development Programmes (CDPs) - 3 to 6 month training programmes for working or aspiring professionals

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Professional Development Programmes (PDPs) - In house short duration (3 to 7 days) specialized training programmesExecutive Development Programmes (EDPs) - Tailor-made training programmes to address individual company needs

MICA's Centre for Continuing Education & Learning (CCE&L) is an expression of their continued commitment to assist companies in communication industry emerge as winners in an increasingly competitive, complex, and technology driven global environment.

14.1. PDP/EDP Structure

Skills Up gradationKnowledge EnhancementCareer OrientationCorporate TrainingSeminars & Workshops

14.2. PGP/EDP Some Clients:

Name of the Organization Nature of the Programme Indian Oil Corporation Branding an Oil CompanyMadura Garments Retail CommunicationCadila Pharmaceuticals Ltd. Creative Communication to DoctorsIntas Pharmaceuticals Creative Communication to DoctorsClaris Lifesciences Creative Communication to DoctorsMalyalam Manorma Media ManagementExpress Publications Media ManagementDainik Bhaskar Media ManagementHindustan Times Media Management Marico Industries Brand Management

14.3. MICA’s Contribution

Programmes Participants

PDPs/EDPs 1,123Seminars/ Workshops 863

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Other Activities:

During my summer internship, I did a study on the organization as a whole and also studied various activities which MICA performed.

Apart from Organizational Study, I assisted Dr. Keyoor Purani in making a proposal for Zee Telefilms Ltd. Zee Telefilms Ltd wanted to conduct a training program for its entire branch heads for which it approached MICA and MICA had been successful to obtain the project from Zee Telefilms Ltd.

Also I supported activates for enhancement of the centre called CCE&L, Centre for Continuing Education And Learning. MICA has been conducting seminars since 1991 but it had not yet builds a separate department for handling it. CCE&L is an approach to make a separate department for handling all the executive training programs and seminars.

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Conclusion

MICA (Mudra Institue of Communications, Ahmedabad) has been a unique of this kind in India. It is the only successful communication institute in India and also has it separate stand in the world too.

Behind the success of MICA lies many factors, such as its infrastructure, vision, coordination among the staff, well experienced staff and faculty and so on.

People plays a important role in the success of any organization, the people at MICA are very warm and they work with great enthusiasm and cooperation which was well noticeable. Besides having a well structured organizational structure here is no hierarchy as such, even the smallest staff can approach directly to the director for any work. There is a spirit of working for a deemed organization among the smallest of staff as well the students, a feeling that we all belong to one group i.e. MICA.

Also MICA has been successful in building good corporate relation through it various activities such as consultancy, seminars executive training programs which it has been conducting since 1991 and has been very successful in it.

MICA has a huge and efficient database which is managed under KLEC (Knowledge Exchange and Information Centre) which has also helped MICA to stand unique from other educational institutes.

MICA has learnt the market related to communications and focused it well, which has helped them to upgrade the contains of the course as per the current demand of the market as well as to understand the needs of the executives in various media and communications related firms and according helped him to satisfy their requirements through seminars and training programs.

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