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MICA on your mind?

education Updated: Jan 25, 2012 11:36 IST
Prasan Kamat
Prasan Kamat
Hindustan Times
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The postgraduate diploma in management communications is the flagship programme of Mudra Institute of Communication, Ahmedabad. It aims to create professional managers specialising in communications management.

Admission to this programme is on the basis of the IIM Common Admission Test scores, MICAT (own exam) scores, group exercise and personal interviews. The call for the group exercise (GE) and personal interview will be on the basis of the CAT and MICAT scores. The paper-based MICAT takes place in February/March.

There are no standard cut-offs in the MICAT. Test takers must attempt and complete all sections of the test satisfactorily to qualify for GE and PI.

It a paper-pencil exam designed to test the candidate’s aptitude and orientation towards communications management as a profession.

The candidate appearing for the MICAT needs to have the following qualities:
They need to be well-read and need to know about issues in business and social areas.
Students need to show an inquisitive bent of mind specifically towards areas dealing with brands, marketing initiatives etc.
There has be a creative element when it comes to marketing and communication.
Students need to demonstrate an analytical bent of mind when dealing with certain questions.
In short, MICAT is designed to assess analytical ability, divergent thinking, written communication skills and general awareness about the communications industry.

MICAT pattern
MICAT is a two and half a hour paper divided into three parts with a total of 174 questions.
Part 1 of the paper has reasoning, general awareness and quantitative ability or data interpretation and logical reasoning and verbal ability. This part of the test has ¼ negative marking.
Part 2 is a psychometric test, and
Part 3 is a creative ability test.
Reasoning: (30-40 questions) These questions can come from areas like family trees, statement conclusion, data sufficiency, visual reasoning and find the missing numbers, matrix problems, game theory etc.

Example: Find the missing
Number: 2, 10, 30, 68, 130, _____
a) 216 b) 220 c) 230 d) 256

General awareness
This section consists of questions on marketing, advertising, films, media and general global awareness. The student is expected to know major brands, punchlines, launches, logos, sponsorships, brand and marketing strategies, prize winners, authors etc.

Example: Eric Segal who died at the age of 72 in January 2010 is not the author of -------------.
a) Love Story
b) Oliver’s Story
c) Love Letters
d) Man, Woman and Child

It will help if the students can regularly read up newspapers and magazines such as Business World and Outlook.

Quantitative ability and data interpretation and logical reasoning.

This section will cover areas such as arithmetic, algebra, geometry and modern maths. The emphasis will be on arithmetic, while the focus on geometry is relatively less. Expect a few questions on analytical reasoning.

Example: A shopkeeper bought 80 kg of rice for `384 and was obliged to sell it at a loss of as much money as he received for 16 kg of rice. What is the selling price per kg of the rice sold.
a) R4 b) R3.8 c) R4.5 d) None of these

Students are expected to get their basics in place on the fundamentals of algebra, arithmetic and modern maths. The focus here will be on speed and accuracy (since there is negative marking).

Verbal ability
This section will include questions in three areas, Reading comprehension, grammar and verbal reasoning. RC passages are generally short ( about 2-3 paragraphs).

Examples: Choose the most appropriate word from the given options to complete the sentence:
A) Their views have been intellectually _____________ from the beginning
a) Parallel b) Opposed
c) Defined d) Irreconcilable

B) Complete the sentence by inserting appropriate prepositions:
I wish to express solidarity ___________ you on the issue of child labour
a) for b) on c) with d) in

Psychometric test
Psychometric test consisted of three sets of questions in 2010. The first had 30 statements out of which one had to pick 10 describing one’s personality traits without ranking them.

The second set required one to choose from two arguments and rating them in accordance with one’s personality traits.

In the third set, one had to rank the responses under given situations on a scale of one to six which specified priorities, where a rating of one implied highest priority and a rating of six meant least priority.

Creative ability
Creative ability consisted of three parts in MICAT 2010 which included essay writing, story telling and word formation.

The topic for essay writing was Tax deduction to women as they take care of the educational and health needs of a family.

For essay writing, students are required to either support or oppose the motion because not taking a stance meant that one would not be marked for the essay.

The author is with Career Launcher

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