Fellow Programme in Management communication: Integrated Marketing Communications

The Fellow Programme at MICA is the first programme of its kind in the country. It is an AICTE approved doctoral programme offered in the communication discipline. Through this programme, MICA aims to encourage both fundamental and applied research in the communication domain.

The FPM aims to achieve the following inter-related goals:

-To produce "Fellows of Communication" who will be able to meet international norms of research and education in communication
-To conduct research pertinent to communications
-To create researchers who can advance communication theory and practice, and enhance the contributions that communication can make to the larger community, and
-To increase the talent pool of researchers and teachers for the communication discipline in the country

What makes the difference?

-The FPM focus would be on theory and, hence, critical thinking, argument development, knowledge gaps identification, problem formulation and report writing.
-The FPM offers four areas of specialisation: Integrated Marketing Communications, Communication and Social Change, Communication and Cultural Studies, and New Media and Communications. Candidates should choose any one area at the time of application.
-Students will spend one term at an overseas' university department assigned to an eminent communication academician/researcher.
-After successful completion of the programme, the fellows will be required to serve as faculty at MICA/MICORE for two years.

Title:

After successful completion of all requirements of the programme, the student is awarded the title of:

''Fellow of the Mudra Institute of Communications, Ahmedabad''

Specialisation in Integrated Marketing Communications:

Integrated Marketing Communications (IMC) is the focussed use of a set of conventional and non-conventional promotional media to touch customers at multiple points of contact. IMC wraps communications around customers and helps them move through the various stages of the buying process. The organisation simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers. This relatively new area of specialisation has great scope of research. MICA faculty's research interests in this area span across Branding, Corporate Social Responsibility (CSR), Digital Marketing, Customer Value Analysis, Return on Marketing Investment (ROMI), Customer Relationship Management (CRM), Customer Loyalty, Advertising & Brand Management, Marketing Strategy, Tangible and Intangible Value Drivers of Brand & Marketing Performance, Impact of Culture and Society on Consumption Patterns, and Customers' Relational Behaviour.