Dr Atish Chattopadhyay, new dean of MICA Ahmedabad: pledges to make MICA a global institution

With a vision to make MICA a globally recognized management institution Dr Atish Chattopadhyay, former SPJIMR professor of marketing and Deputy Director in-charge of the 2 year PGDM (MBA) programme has joined as new Dean of MICA, Ahmedabad.

Dr Atish Chattopadhyay is dynamic, entrepreneurial and well rounded professional in the area of management education in general and marketing in particular.

While successfully leading the flagship 2 year PGDM Programme at SPJIMR for more than 5 years, Dr Atish increased enrolment, maintained 100% placements, expanded international student exchange, restructured curriculum, transitioned to semester system, enhanced alumni engagement, and submitted the program for accreditation by AACSB. Dr. Atish was instrumental in the launch of Global Fast Track, where all 240 participants enrolled in the program undertake advance specialization courses and projects in partnering United States B-schools like Carnegie Mellor, Crnell, Darden and Purdue.

A PhD from Aligarh Muslim University his current research interest is in the area of Retail Shopper Marketing. He has advised the top Management of MNCs in the areas of shopper marketing.

He has been an invited speaker on pedagogy of management education organized by leading international bodies like AACSB and GMAC in diverse locations ranging from Beijing to San Diego

Dr Atish after joining as Dean at MICA, in an exclusive interview with MBAUniverse.com has shared his vision and proposed initiatives for MICA. Below are given the excerpts of the interview

MBAUniverse.com: Please share what prompted you shift from SPJIMR to MICA.

Dr Atish: There are very few management institutions in India which are mission driven, well-differentiated and have a governance structure which is professional, with a global vision. MICA has the advantage of having all three in place.

Globally, organisations today are seeking leaders who are customer-centric and yet can effectively communicate to all stakeholders and not only to customers. MICA is the only institution today which is poised to provide cutting-edge education to build leadership through customer-centricity and communication. For me, MICA is in alignment with what I believe in.

MBAUniverse.com: As the Dean of MICA, please share the first few initiatives you would like to take in your early days in office

Dr Atish: My first steps would be to onboard all stakeholders like faculty, students, alumni and the industry and learn from them their expectations, the goals and the challenges they want MICA to fly towards. The aim is to make MICA a globally recognised management institution in the area of Strategic Marketing and Communication.

MBAUniverse.com: From your perspective as dean of MICA how do you see MICA? In your view what are the challenges and opportunities that MICA presents?

Dr Atish: MICA has the advantage of being a mission-driven management institution, which is well differentiated. MICA has the advantage of having the backing of DDB-Mudra (leader in the area of marketing and communication). This presents MICA with a dual advantage of having an industry connect coupled with a global mindset. Moreover, unlike many other top institutions of the country today, MICA has a governing structure which is professional, supportive and in tune with the changing scenario.

MICA today is better poised for higher growth, leveraging industry integration and globalisation.

MBAUniverse.com: Despite being a leader in its field MICA is a small-sized school. In the crowded market what impact it can make.

Dr Atish: MICA since its inception is well-differentiated, which has provided it a pre-eminent position over the years. MICA needs to be very selective in recruiting the right students for its programs and also to attract the right talent as faculty, which makes it a niche institution. For MICA, delivering on its differentiated value proposition far outweighs the concern for growth which is measured by sheer numbers.

The advantage of being a niche player also protects MICA from the competitive pressures of a crowded marketplace.

MBAUniverse.com: Please share your vision for MICA with the long term and short term perspective.

Dr Atish: MICAs Vision 2020 is already in place, which clearly states that MICA will be an institution of choice globally, when it comes to education in the area of Strategic Marketing and Communication- which in itself is a big-ticket vison.

The task ahead is to operationalise Vision 2020, which entails:

Strengthening of existing programs by placing them ahead in the learning curve in the global context.

Explore partnership with industry and institutions of global repute to develop such pedagogies where students are at the centre.

Partnering with the industry to undertake such projects and research which provides a direction towards the emerging practices.

To launch new programs which achieves higher degree of industry integration and increases the global footprint.

Leverage MICAs strengths to drive social change like Swaccha Bharat

As an institution, we will work towards achieving the goal of strengthening the programs through industry-integration, globalisation, and a differentiated pedagogy, which is student centric. The short term objective will be to make each of the programs at MICA a global benchmark when it comes to student centricity.

In the longer-term, the objective will be to launch programs which are relevant to practice, increase the global footprint and drive innovation.

MBAUniverse.com: How do you plan your work what motivates you?

Dr Atish: I am an entrepreneur and would like to take initiatives whenever I see an opportunity. I am a learner, and learn from my colleagues, my friends in the industry, and most importantly, from the students. I see myself more as a facilitator than as a leader, with each member of the team contributing towards the common goal.

These are the students who drive me to work each day with a dream of creating a world-class management institution in India - which attracts students, faculty and business partners from across the glob

Before summing up Dr Atish shared 5 things that he likes at MICA namely people, global and unique vision of MICA, Greenery in campus and the unique auditorium

About MICA

Established in 1991, MICA is probably the first residential institute in the Asia-Pacific region, dedicated to creating Leadership in Strategic Marketing and Communication. The spirit lies in its grasping of contemporariness, addressing the needs of an ever-changing environment. Its alumni are serving in leadership positions in some of the best known companies in India and the world, in marketing, brand management, research & analytics, advertising, media, digital and other strategic marketing and communication-driven businesses.