Ph.D. in Marketing

The area encompasses various domains relating to general management. The domains for research include;

• Marketing Strategy -building product-market competitive advantage.
• Brand Management -planning and deploying corporate resources through strategic initiatives creating brand differentiators to build brand equity.
• Customer Engagement Management – building, maintaining, nurturing most valuable and growable customers for building Life Time Value for the business.
• Integrated Marketing Communications and Digital Marketing using Above-the-Line, through-the -Line and Below-the-Line communication tools and techniques involving Traditional and New Media platforms to build strong brands.
• Consumer Behaviour and Insight Mining- analysing and understanding the evolving consumer cultures to target consumers for profile-based marketing initiatives.
• Retail Marketing Management -Analysing and understanding retail customer dynamics for building conversion and customer care strategies using frontend and backend retail data analytics.
• Sales and Distribution – Planning and executing market-level strategies involving prospecting, qualifying leads, need assessment, sales pitch formulation, objection handling, closing the sale, follow up for repeat sales to build bonded customers . Techniques involved will encompass-Relationship Selling Model, SNAP Model, Hunter and Farmer Model, Versatile Selling Model.

These above areas of research in Marketing will involve cutting-edge innovative processes and research methods and techniques with specific focus on market driven data analysis for specific use in industry and academia.

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