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MICA Students To Help Organizations Like Janvikas, Blind People’s Association, With Their Expertise In Strategic Marketing And Communication

MICA Students To Help Organizations Like Janvikas, Blind People’s Association, With Their Expertise In Strategic Marketing And Communication

Students will help organizations in problem identification and ideation, project proposal and development, project launch and implementation, and project closure over six months

As part of MI-IMPACT (MICA's Impact Management Projects for All Cities Transformation) program, students will work on real-world problems and help organizations impact social change, develop launch strategy, branding, and digital marketing.

Launched last year, MI-IMPACT (formerly Urban Impact) aims to give experiential learning to the students, leaving an 'impact' on the ecosystem with their proposed strategy and implementation. This year, the program has partnered with 12 organizations from various sectors like Food and Beverages, Hospitality, Fashion, Non-profit Organization, Education, Media, and Venture Capitalist. The projects involve creating a social media marketing plan for Janvikas's initiative 'Driverben-Ek Nayi Pehchan,' building a strong presence for Blind People's Association across social media platforms, and creating sensitivity around societal stereotypes attached to people with disabilities. Other projects include filling in the gap of walk-in customers due to the pandemic for House of MG, effectively understanding Radio Nazariya's audience, catchment area, and engagement patterns through stakeholder analysis and mining consumer insights.

Dr. Preeti Shroff, Dean, MICA, said, "City is the classroom: MI-IMPACT provides real- life projects learning and on-the-ground management experience for MICA students. The City's partner institutions select live projects for students to creatively solve business challenges, develop emotional intelligence and empathy, and become competent in professional communications. This year, MI-IMPACT has expanded to include the CCC (Crafting Creative Communication Program) students, along with PGP (Management Program) students. This provides a unique blend of creativity and management in each student team for client projects management."


The program, led by Professor Apurva Sanaria and Professor Rasananda Panda, will conclude in March 2021. Sharing more details, Prof. Apurva Sanaria, Co-Chair, MI-IMPACT, MICA, said, "This year, we were in talks with nearly 50 prospective clients for various projects across sector. The student teams have had multiple interactions with the clients and have started working on the problem statements. 

As part of the program, the teams need to prepare and justify financial budgets and are accountable for ensuring project completion within the budget. The problems are real- world and have either an economic impact or societal impact - for client organization and the society-at-large", Prof. Sanaria concluded. 

Students will work for organizations, namely House of MG, Sense International India, Café Soul Square, Linen Cut, KareKaBa Ventures, Ananta International School, MIVIK garments, Janvikas, Blind People’s Association, Drishti – Art, Media & Human Rights, and Le Artisan Boulangerie.

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