THE FIRST YEAR IN RETROSPECT
MICA MUDRA INSTITUTE OF COMMUNICATIONS AHMEDABAD THE FIRST YEAR IN RETROSPECT Over the years, communications and advertising related activity in India has grown at an increasingly rapid pace. In the advertising industry alone, the growth has been unprecedented. This growth, welcome as it is, has thrown into sharper focus a problem the industry always faced. The lack of professional, well-trained talent. Or rather, the lack of a nurturing ground for such talent. Most of the graduates from management schools, art schools and universities need further professional training before they can take charge as dependable functionaries in advertising agencies. However, this training has all along been adhoc, slow and expensive. To augment its own manpower resources, Mudra Communications initially organised a few in-house training programmes. The success of these programmes coupled with the keen desire to give the advertising industry something in return for all its strength and support, led to the idea of setting up a full-fledged institute for training communication professionals which would also aim at contributing to the development of desirable values and attitudes towards clients and the society. And in 1991, Mudra Communications Ltd. set up the Mudra Foundation for Communications Research and Education as a firm step in this direction. Governing Council S. R. Ayer Subrata Bhowmick Dr. Suma Chitnis MUDRA FOUNDATION FOR COMMUNICATIONS RESEARCH & EDUCATION, AHMEDABAD The Foundation was registered in Ahmedabad as a registered society and a trust on February 5,1991. The Governing Council of the Foundation is chaired by eminent personalities drawn from varied disciplines. The Governing Council had its first formal meeting on February 14,1991 and the second on February 5, 1992. Managing Director • Ogilvy & Mather Ltd., Bombay. Designer, Ahmedabad Vice Chancellor, SNDT Women's University, Bombay. Gerson da Cunha Communications Professional, Bombay Prof. Pulin K. Garg Founder and Institution Member, Indian Society of Individual and Social Development, Ahmedabad. Dr. Pradip N. Khandwalla Director, Indian Institute of Management, Ahmedabad. A. G. Krishnamurthy Chairman and Managing Director, Mudra Communications Ltd., Ahmedabad. Dr. A. Besant C. Raj Management Consultant, Madras. Kartikeya V. Sarabhai Director, Centre for Environment Education, Ahmedabad. Dr. N. Bhaskara Rao Media and Marketing Consultant, New Delhi. Prof. Sharad Sarin Professor of Marketing, XLRI, Jamshedpur. Prof. Subroto Sengupta Marketing Communications Consultant and Visiting Faculty, Indian Institute of Management, Calcutta. Prof. Vikas Satwalekar Executive Director, National Institute of Design, Ahmedabad. 1. To develop professional communication skills in the country by imparting relevant education and training to young men and women with a view to providing them with the expertise necessary to become effective communication professionals. MUDRA INSTITUTE OF COMMUNICATIONS, AHMEDABAD. The Mudra Foundation has undertaken to set up a full-fledged institute, namely, Mudra Institute of Communications, Ahmedabad (MICA) with the following objectives : 2. To conduct research in communication as applied to the needs of the communications industry with a view to creating new knowledge in the field and disseminating such knowledge. 3. To collaborate with other institutions in India and abroad to further its objectives. TRAINING PROGRAMME ON MEDIA PLANNING MICA organised its first training programme on Media Planning on March 25,1991. This was a 3-month programme and finished on June 27, 1991. Nine participants having diverse educational backgrounds such as engineering, statistics, economics, and business management participated in the programme. This programme was conducted in three modules each lasting for a duration of four weeks. The first module explained the basic marketing and advertising concepts and gave an idea of the Indian socioeconomic and cultural environment as relevant to the communication process. The second module was aimed at drawing a 'media-map' of the country in the minds of the participants. The third module took the participants through the media planning process after which they were offered the opportunity of making media plans under the:guidance of experienced planners. In addition, the participants, were introduced to the operational constraints and opportunities existing in < the practical world. The programme was offered in four modules. The first module covered core multidisciplinary topics like marketing, statistics and business environment amongst others. The second module covered skills and techniques used in market research like questionnaire design, sampling, interviewing and field control, analysis, etc. TRAINING PROGRAMME ON MARKET RESEARCH The third module covered practical application of concepts, techniques, and skills acquired in modules 1 and 2 through a project assignment. The second programme offered by MICA was on Market Research. It began on November 11,1991, with eight participants and closed on February 14,1992. In the last module, participants were exposed to the various areas of application and their nuances and the specific characteristics of each application area. PARTICIPATING FACULTY The following faculty participated in the two training programmes : Raviratan Arora M. R. Arun Dick Amin R. Bala N. D. Badrinath Srinivas Balram Sanjoy Chakraborty J. K. Chandira Suren Chawla Alan D'Souza Anand Halve Abhinandan K.Jain S. C. Jain Suresh Kumar T. Madhavan Srijib Maitra M. K. Mahajan Pranesh Misra Ravi Murthy M. Murugesan Arvind Nair Raj Nair R. Narasimhan S. V. Nathan Avinash Paranjape G. Parthasarathy Shankar Pillai J. Ramachandran Jahar Saha S. Sreenivas Rao Aparna Sen Jasajit Mukherjee Ranabir Sen C. K. Sharma DorabR.Sopariwala Sivaramasubramanian S. S. Shetty Raj Mohan Telia Ramesh Thadani Praveen Tripathi M. N. Vora Mudra Communications Mudra Communications Mudra Communications SAMIR Mudra Communications Mudra Communications Mudra Communications Consultant Mudra Communications Mudra Communications Enterprise IIMA Consultant Mudra Communications IIMA ITC SAMIR Path Finders IIMA Mudra Communications Amtrex Business Consulting Group ORG IIMA Economic Consultant SAMIR IMRB Consultant IIMA IIMA MARG (QUEST) IMRB MODE MBA MARG Godrej Mudra Communications Mudra Communications IMRB MARG IIMA SEMINAR ON "REACHING YOUR CONSUMER IN THE 90s" 3. Electronic Media and their Impact on Consumer: An Indian View 4. Press in the 90s : An Editor's View 5. Press in the 90s :A Management View 6. Press as an Element of Marketing Mix 7. 8. 9. 10. 11. The Publication as a Brand Towards Effective Selling Dailies Magazines Adding Value to Press A seminar on "Reaching Your Consumer In The 90s" was organised on December 6-7,1991 in Bombay. Thirty two eminent speakers from advertising, media, marketing, and market research participated in the seminar and discussed the following topics : The audience consisted of professionals from 62 organisations and represented advertisers (50%), agencies (20%), the press (20%) and • others (10%). 1. Impact of Media Technology on Lifestyles : A Global View 2. Tomorrow's Consumer The seminar was highly appreciated by the participants and received a favourable coverage in the press. SEMINAR SPEAKERS T. Ahluwalia Helen Anchan S.R. (Mani) Ayer Sushil Bahl Vinita Bali Mohini Bhullar Ravi Bhoothalingam Pheroza Billimoria Geoff Brown Prabhu Chawla Sylvester da Cunha Darryl D'Monte Lynn de Souza Ketaki Gupte Pradeep Guha V. Kalidas Bharat Kapadia M.K. (Mike) Khanna MARG Lintas India Ogilvy & Mather Greaves Cotton Cadbury India Living Media, India VST Industries Business India DDB Needham Worldwide Indian Express da Cunha Associates Times of India Trikaya Grey Hindustan Thompson Associates Bennett,Coleman & Co. The Hindu Chitralekha Publications Hindustan Thompson Associates Harish Mahindra Mahindra Ugine Steel Co. Prem Mehta Alyque Padamsee Goutam Rakshit R.C. Sheopuri S.V. (Bobby) Sista Shunu Sen Dorab R. Sopariwala Atul Tandan Priya Tandan Ram Tarneja Ramesh Thadani Dilip Thakore Brahm Vasudeva Lintas India Lintas India Advertising Avenues Indian Express Sista's Private Ltd. Hindustan Lever MARG J.L Morison (India) IMRB Bennett,Coleman & Co. IMRB Datamatics Direct Hawkins Cookers MICA CAMPUS The proposed campus of MICA is located in a beautiful and refreshing environment, a little off the AhmedabadSanand Highway, about 10 kms. from Sarkhej. The campus will include classrooms, studios, library, faculty and administrative offices, hostels for students, residences for faculty and will offer a host of other facilities. The design plans and construction drawings for most of the buildings have been completed and the construction of the classroom complex and the club house has already begun. The campus is expected to be functional by early 1993. The Institute is presently operating from Mudra House in the Ellisbridge area of Ahmedabad. MICA MUDRA INSTITUTE OF COMMUNICATIONS AHMEDABAD Issued on 31 March, 1992, by : R. C. Chib, Project Co-ordinator. Mudra Institute of Communications, 'Mudra House1, Sheth C. G. Road, Ellisbridge, Ahmedabad-380 006.
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