Marketing

Marketing

The scope of marketing is not merely restricted to advertising and sales but also covers aspects of marketing analytics, identification of a product, estimation of demand, determination of price and distribution channels, product and service management, brand management, and the decision related to product discontinued from market, etc. Along with these, marketing management also includes the aspects of sustainability, circular consumption, ethics, and social marketing, which is more than necessary to balance commercial goals and social obligations. The area faculty members are actively engaged in other roles and responsibilities such as administration, conduction of FDPs, MDPs, and consultancy projects. Apart from this, the area also has skill sets in structural equation modeling (SEM), experimental design, qualitative research, network analysis, etc.

The area aims to advance marketing knowledge and build a research community. The area faculty members contribute significantly to the domain through their active research engagements and publications in high-impact international journals such as the Journal of Business Research, Journal of Cleaner Production, Journal of Consumer Marketing, Journal of Consumer Behavior, Marketing Intelligence & Planning, Journal of Retailing and Consumer Services, Journal of Research in Interactive Marketing, Journal of Strategic Marketing, Spanish Journal of Marketing, Tourism Management Perspectives, Journal of Vacation Marketing, Journal of Travel & Tourism Marketing, etc.

The area offers different elective courses such as Consumer Behaviour, Brand Management, Marketing Analytics, Advanced Marketing Research, Services Marketing, Product Management, B2B Marketing, International Marketing, Digital Marketing, Sales and distribution, Retail Management etc.