Mudra Institute of Communications, Ahmedabad (MICA) is an unique B-school which brands itself as a C-school. There is a misconception among students that MICA is a advertising school. This is far from truth as majority of the students get placed in variety of industry verticals like FMCG, automobile among others. Situated in Sheela village in the outskirts of Ahemdabad the institute is famous for its "interesting" student life.Till about 2 years back MICA would accept CAT and XAT scores for their preliminary shortlisting criteria followed by a small test called MICAT and group discussion and personal interview. However the institute has now initiated the Mudra Institute of Communications Ahmedabad Admission Test and done away with CAT for its shortlisting criteria. MICAT is an All India entrance exam conducted by MICA for their Post graduate program offering 180 seats.
The MICAT is the most unpredictable exam of all the MBA entrances. It varies in difficulty from year to year but is generally solve-able (except 2010, where the difficulty level was almost XAT level). The content includes a little bit of everything, including matching alternative words, D.I, logic, Quantitative technique, Visual reasoning, Psychometric test, Essay, word puzzles, G.K and I don't think they plan on stopping there. The good thing (or bad thing for some) is that it is still a paper pencil test. Given the test is more or less like CAT, XAT or any other entrance exam one can question the logic of having another sole entrance exam meant only for one institute. It is a three hour (180 minutes) test (two and a half hour paper + half hour Psychometric) and given the usual length of the paper even that doesn't seem to be enough to finish the paper with complete satisfaction. It is usually held during last week of February or first week of March.
Registrations and issue of forms start from first week of September usually and go on till January third week. Cost is Rs 1750 for the exam. Given that it is applicable to only one institute the cost of application to MICA is among one of the highest among Business schools in India. Cut off for MICA is never disclosed, but around 1000 calls are given out of the 10,000 applicants appearing for the exam. A 10% call to test taker ratio is considered as among the highest in test takers in India. The best strategy for MICA would be (assuming you have prepared well) to attempt as many questions, Psychometric should be attempted with all honesty however ensure there is consistency in answer pattern; story should be decent enough without being too whacky or very cliched. Not much is known about the negative marking but if you have not attempted enough, it would be advisable to do the "random marking" (given you have the risk taking appetite).
GD-PI sessions are stressful and have a more traditional approach in comparison to the MICAT. The interview panel will involve testing your communication skills hence one needs to be prepared for the same. Only if you are sure that communications and marketing management is your area of interest apply to MICA. A lot of advertising companies visit the campus (keep in mind advertising is one of the lowest paid verticals in India) with roles of client servicing and Business Development on offer (Creative profiles are not offered to PGDBM student you might want to pursue the rather expensive creative crafting course from MICA for the same). The MICA course is like a generic marketing course in any business school however with very limited general management (As subjects like Finance, Human Resources, Operations are limited in the syllabus) exposure. MICA is one of the good Business schools in India however the high fees maybe a deterrent for some candidates.
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