The area's activities relate to teaching, research and consultancy work in marketing for public, private and social sector organizations. The Marketing Area offers courses that consist of basic as well as specialized disciplines of marketing.

 

Courses

    PGP
           The Area offers two compulsory courses in marketing in the first year of the Post-Graduate Program. In the second year, the Area offers elective courses such as: Advertising and Sales Promotion Management, Consumer Based Business Strategies, Research Methodology and Data Analysis for Marketing Decision, Seminar on Brand Management, Sales and Distribution Management, Seminar on Retail Management and Strategic Marketing. The Area also offers two courses along with other Areas: Logistics Management (with P&QM Area) and Internet Marketing and Electronic Commerce (with CISG Area). In addition, the Area offers a Workshop on Advertising Management as part of the ASPM course and five independent project courses to the participants of the Post-Graduate Program. These elective courses become more productive as the faculty attempts to admit selected students and therefore work more closely in order to achieve higher levels of learning. Most of these courses have dovetailed field experiences to deliver real life experience to the participants.

FPM
        The Area offers four courses to the second year FPM participants: Seminar on Quantitative Models in Marketing, Behavioral Science Applications in Marketing, Marketing Theory and Contemporary Issues and Reading Seminar in Marketing Management. Some of the theses by the FPM students are:

1.	Role of Prior Product Knowledge in Pre-Purchase Information Search: A Motivation Theory Approach
2.	A Theoretical Investigation of Factors That Affect Consumer Response to Promotion
3.	Effects of Perceived risk and Context on Consumer Inferencing About Missing Information erms.
4.	Television Advertising and Consumer Price
5.	A Measure of Service Quality for Hospitals: Scale Development and Validation
6.	Distribution Strategies and Performance: A Cross-National Comparison on the Automobile Industry
7.	Consumer Evaluation and Brand Extensions: The Process and Moderating Role of Involvement

MDP Programmes
        This year the marketing area offered two new MDPs: Global Marketing Strategy and Managing Retailing. The Area continued to offer the MDPs on Advanced Data Analysis for Marketing Decisions and Product Policy and New Product Management at IIMA. The area faculties participate in various management development programmes offered by the Institute. They offer several in-company programmes on various topics in marketing.

Research
        The faculty has a wide range of research work to its credit. It relates to marketing strategy in business and non-business enterprises and international marketing. The Indian retailing industry is an emerging research field in the area. Marketing problems of cottage and handloom industries and the small-scale sector leading to the development of overall management perspective are receiving substantial attention.

        The area members publish a number of articles in national and international journals/books and present research papers in national and international conferences. The area invites several academics to present seminars and leading practitioners to share and discuss their experiences with participants in different courses and programmes offered by the area.

        The area also carries out a substantial amount of case research covering a wide range of product-market situations and organizations in the Indian context. These encompass subjects such as advertising management, media and campaign planning, consumer behavior, product management, sales and distribution management, public distribution and policy, international marketing, industrial buyer behavior, life styles segmentation and retailing.

Consulting
        The area members provide consulting help to large and medium size companies and international agencies. The nature of projects includes reviewing and developing marketing strategy and systems, strategic marketing plans and new product introduction strategy.

Area Members

Primary Members

Secondary Members