MICA Introduces Curriculum Innovations for Post Covid World

PRESS RELEASE

*Mandatory Dissertation - Industry Research Study
*MICA Competencies Mapping - Subject Knowledge Assessment
*Connect the Dot Jury - End of Term Boot Camp for Knowledge Application and Industry Preparedness

Ahmedabad: As the industries and businesses undergo a massive transformation in the post-Covid world, MICA, India’s premier institute for Strategic Marketing and Communications, leaves no stone unturned to prepare its students for the future.

This year, the institute has introduced mandatory curriculum innovations such as - MICA Competencies Assessment, Dissertation Study for Industry Research, and Industry Preparedness Jury Reviews - to enable students for a post-Covid world.

Starting the new academic year, first-year management program students will be required to take and clear the MICA Annual Competency Assessment test across all subject areas. This assessment will be apart from the regular exams, which are subject-specific and do not map not cross-area, cross-vertical competencies for real life and industry problem-solving. The idea is to assess the student’s ability to apply knowledge learned across subject areas to address complex issues and develop business and customer management strategies in a digital world.

The institute has also mandated a dissertation study program spanning over two years. The students will select an industry-relevant research theme such as Digital Business Transformation, Sports Marketing, AI and Data Management, Luxury Marketing, Post-Covid Governance. They will work for two years to conduct in-depth academic and industry research with the assigned advisors and mentors.

The students will be required to submit their dissertation study at the end of the PGP program as a graduating requirement.

Speaking about these innovations, Dr.Preeti Shroff, Dean, MICA, said, “Tomorrow’s industry professionals and societal leaders will require cutting-edge knowledge, global adaptability, and industry research abilities for futuristic insights. They must have the ability to lead digital business transformation, change management and strategy development, customer insights and analysis, integrated marketing, creative communications, and data analytics across industries. The MICA curriculum innovations will ensure that MICA students learn deep research and create knowledge to facilitate innovative problem-solving in the industry. Also, many will pursue academic careers in India and abroad.”

Thirdly, the institute has also introduced ‘Connect the Dot Jury’ to assess student’s industry preparedness by external industry experts and the MICA alumni jury. Students will be given live case scenarios to connect the dots across subjects to address industry scenarios and solve specific problems.

“Connect the Dots jury will represent a range of industry and alumni leaders who will test students' theoretical, conceptual, practical, and professional knowledge to address live industry and global situations in a boot camp format. At the end of the term, they will appear in a Viva format to engage with the assigned jury”, concluded Dr.Shroff.

Established in 1991, MICA is the first residential institute in the country and perhaps in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication.

Its spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. The MICA brand assures effective delivery of Strategic Marketing and Communication solutions to the industry, government and community.

Today, it is the alma mater of professionals serving in leadership positions in some of the best-known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.