Faculty

A rich and lively student-teacher interaction is at the heart of SPJIMR's success. Our faculty members are known to be great teachers, who can bring alive the subject, encourage critical thinking and offer a wider, holistic perspective that is critical in today's complex business environment.

Our faculty members are drawn from academia, industry, government sector and non-profits. Collectively, they bring in a wide range of experience in building and delivering knowledge and skills to prepare participants for leadership roles.

The teaching-learning process at SPJIMR is vastly enriched by a series of non-classroom initiatives through which our faculty help build among participants the right attitudes to enable them lead with purpose, meaning and with an idea of service to society.

We have more than 44 full time faculty members, of which 28 are PhDs. The average experience of the core faculty is over 18 years, with several who have come to academics after years of experience as practitioners. In addition, we have over 14 adjunct faculty and several more visiting faculty who engage with participants of various courses.

FACULTY SEARCH

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Overview

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Marketing professor, Branding enthusiast, Consultant and Researcher of Consumer-Brand Relationships, Dr. Ashita have over 17 years of experience in corporate and academics. 

Has worked in the area of Business & Marketing Strategy at Reliance Communications, Branding and Communications (Education Sector) and has consulted education institutions (schools and higher education institutions) in developing academic curriculum and marketing communication strategy. Dr. Ashita has worked on consulting and research assignments with organizations across various sectors including FMCG, services, and telecom.

More than 5 years of industry experience and more than 12 years of teaching & research experience. Held administrative positions at business schools in the area of international relations, brand management, and public relations. Currently, she heads the marketing department at SPJIMR which is ranked among the top 5 marketing departments in top Indian business schools. 

Dr. Ashita has conducted several training programs for corporate in the area of Branding, Consumer Insight Generation, Sales Promotion and Marketing strategy. She has conducted training programs for IAS and IPS officers in the area of Interpersonal skills and Team Building. She has been a key member of Rebranding team at SPJIMR and consultant to many educational institutions for their branding and communications initiatives.

Education

Ph.D. (Marketing)- Thesis Topic "Communication for Brand Building- A case of Indian Business Schools"

Post Graduate Diploma in Business Management (Gold Medallist) with specialisation in Marketing

Masters in Marketing (MMM)

B.A (Hons) Economics from Delhi University

Certifications

Completed the workshop on teaching case studies titled 'Global Colloquium for Participant-Centered Learning" at Harvard Business School, USA

Executive Management Programme on Branding- Creating, building and rejuvenating your brands at Kellogg School of Management, Northwestern University, USA in October 2009

Executive Management Programme in Marketing Communications at ISB Hyderabad. 

Areas of Competence & Interest

Brand Management

Consumer Brand relationships

Consumer Behavior and Insight generation

Integrated Marketing Communications

Higher education marketing

Academic Courses taught

Strategic Brand Management

Integrated Marketing Communications

Consumer Behavior

Marketing Management

 Markstrat Simulation

 

Experience

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Work Experience

  • Professor of Marketing at SPJIMR since July 2017. 
  • Head - Marketing Area at SPJIMR since November 2013
  • Associate Professor- Marketing at SPJIMR from September 2012 - June 2017
  • Assistant Professor- Marketing at SPJIMR from January 2009- September 2012
  • Senior Manager- Marketing Strategy at Reliance Communications from November 2006- November 2008 (sales process smoothening and process mapping for enterprise sales, marketing communications, campaign planning and execution, and group branding)
  • Assistant Professor- Marketing at IILM, New Delhi from May 2004- October 2006
  • Fellow- Marketing at IILM, New Delhi from May 2003-April 2004
  • Manager Marketing at IMS Learning Resources Pvt. Ltd from May 2001- May 2003 (Set up IMS operations in North India by contributing to marketing activities. Task involved business development, stakeholder communications, meeting schools and prospective students, organizing campaigns, developing new products)
  • Research Executive at Prastut Consulting from May 2000- May 2001 (marketing research projects for clients- involve proposal design, data collection, analysis and recommendation)

Consulting Experience

  • Consulted a FMB business into medical equipments and photo accessories to develop their brand architecture strategy
  • Conducted a socio-cultural study (among 32 SCRs in India) to help an oil company for the product development and communication of their premium edible oil brand in India
  • Academic Adviser and consultant to 'International School of Marketing Communications' (ISMC) promoted by industry professionals in Noida, UP. The consulting work includes designing strategy for institutional development, brand building, academic curriculum development, and marketing of programs. 
  • Consulted Rahat Marketing Services Pvt. Ltd. on their branding strategy. Prepared marketing material, brand logo and other promotional material for R's World- a shopping mall under Rahat Marketing Services Pvt. Ltd. In Ghaziabad, UP
  • Consulted NGOs like Sahaara, ICMH and United Way on Brand Building and Communication

Training Programmes & MDP

  • Conduct workshop on "Teaching using Simulations' for business school faculty in collaboration with Harvard Business Publishing
  • Training program on Consumer Insight Generation for middle level marketing managers 
  • Program on "Enhancing effectiveness of Sales Promotion" for middle and senior managers of Mahindra & Mahindra
  • "Interpersonal skills" for IAS Officers, Govt. of India. 
  • Conceptualised and conduct training programmes on Brand Building & Communications for NGOs and social organisations in India on a regular basis.
  • Training programmes on “Branding” for Welspun, Medtronic and Tata Chemicals since 2009.
  • Teachers Training on “case study method of teaching” and “communication skills”
  • Programme on “Communication and Presentation skills” for Trainer and HR officers at Textile Committee, Government of India.
  • Conducted training programme for “Personality Development”, “Creativity at work”, “Communications Effectiveness” and “Team Building” at various schools in Delhi.
  • Assisted the Senior Professors in conduct of training programme in the area of ‘Organisation Behavior’, ‘Team Building’, “Interpersonal skills”, “Soft skills” and ‘Leadership’ for government officials (IAS, IPS officers), organisations like NIEPA, Group 4, BHEL etc.
Research & Publications

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Research Projects Undertaken

  • A qualitative research based on ZMET conducted and analyzed for Ice cream manufacturer based out of central India to generate consumer insights and loyalty patterns and help them grow nationally. 
  • Focus group discussion for Dominos to understand the evolving consumer tastes and satisfaction levels
  • Focus group discussions for brand Mee-Mee to understand in fact care category, needs and attitudes to help company penetrate the market
  • Stakeholder conversations to design internal branding for dealers and distributors at Usha Group. 
  • Researched for a case study in the area of "Corporate Social Responsibility" funded by UNDP-CII-AICTE on "Waste Treatment in a government hospital". (December 2003 to October 2004)
  • Study the Brand Image of Samsung in CTv Market: Comparison of Samsung, Sony, BPL and LG and formulating the product, brand and advertising strategies for Samsung. Study the Gaps arising in Brand identity and Image
  • 2) Focus group study for re-launching of Maruti 800 in
    1) Feasibility study for HP Petrol pumps to open one-stop shops and promotional activities
    Worked on various management consulting projects for their clients including the year 2001
    3) Consumer Study for "All-Out" brand
    4) The Internal branding for Usha Group- A study among dealers and wholesalers
    5) Brand Launch for All Time Fitness in western India
    6) Indian consumer study on their behavior and culture for the launch of NRI Calling Card services

Publications

  • "Measurement of Consumer Based Brand Equity for Indian Business Schools", paper published in Journal of Marketing of Higher Education
  • "Learning styles across cultures: study of learning styles of students pursuing management education in India", paper published in Management & Change, Volume 13, No. 2, 2009
  • "Global Branding for Management Schools: An Indian Perspective" published in Welingkar Research Journal, Volume II, Issue 4, 2004
  • "Making Academia-Industry Interface work", paper published in edited book titled Industry-Academia Interface- Perspectives and Practices, The ICFAI University Press, 2008
  • "Emerging Challenges to Management Education in Global Economy", paper published in edited book titled "Trends in Sociology- Education, Development & Diaspora". Abhijeet Publications, 2006. pp: 54-71

Case Studies

  • Case Study and Teaching note titled "Cafe Coffee Day- Brand Transformation through re-positioning" published with Ivey Publications. Thie case was among top 10 cases at ISB Ivey Global Case Competition 2015 and was given honourable mention
  • Case Study titled "Its not just a cup of tea- consumer brand relationships", published by Emerald Emerging Markets Case Studies, Vol 5 Issue 5, pp 1-31
  • Case Study and Teaching Note titled "Mahindra Rise: A brand architecture decision",published with Ivey Publications . The case is ranked at #1 at ISB Ivey Global Case Competition 2014 under Marketing category
  • Case study and Teaching note titled “Evoe Spring Spa: A Positioning Dilemma”, published with Ivey Publications (9B13A051). The case is ranked at #1 at ISB Ivey Global Case Competition 2013 case competition
  • Aggarwal Ashita, Mody Pallavi, "A day is life of Pamella Chopra: A study of socio cultural aspects and its impact on consumption in Urban upper class in India", published under ECCH, 2014. Teaching note supporting the case published
  • Sharma Ashita Aggarwal, Mody Pallavi, “A day in the life of Leela Jadhav: A study of socio cultural aspects and its impact on consumption in Urban Indian Slums, published under ECCH, March 2012, (512-030-1). Teaching note supporting the case published
  • Mody Pallavi, Sharma Ashita Aggarwal, “A day in the life of Aditi Mehta: A study of socio cultural aspects and its impact on consumption in Urban Middle Class”, published under ECCH, December 2011, (511-100-1). Teaching note supporting the case published.
  • Edited Case Study titled, “Marico Nihar Shanti Amla: Repositioning to gain market share” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, SPJIMR Publications
  • Edited Case Study titled, “Tata DoCoMo: Brand Communication for launching a new brand” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, SPJIMR Publication
  • Edited Case Study titled, “Mahindra Motorcycles- Creating milestone at every step” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, SPJIMR Publications
  • Edited Case Study titled, “Maruti Suzuki Alto: A game changer” along with the critical review and teaching note published in an edited book titled Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, SPJIMR Publications
  • Case Study titled “Environmental Sensitivity: Waste Management in Government Hospital” published in book titled “Corporate Social Responsibility: concepts and cases”, edited by CV Baxi & Ajit Prasad, Excel Books 2005. pp: 440-460

 

Articles

  • Article titled " How to create a fanatically loyal customer" was published in Business Standard Strategist on May 26, 2014. This article was rated among the Top 5 customer service articles globally in the week of June 2, 2014 by ShyepHyken
  • Aggarwal Ashita, "Emerging Challenges to Management Education", India Infoline.com, June 2005
  • Aggarwal Ashita "Building Institutional Image" published in IILM Edge, October 2004
  • Book Review on "Creating Performing Organizations, International perspective for Indian Management 'by Biswajeet Pattanayak et.al., published in Management & Change, Volume 7, No. 2, 2003

Books

  • Impact- case studies in Marketing effectiveness, Wining cases of SMIA 2014, an edited book by Ashita Aggarwal and Renuka Kamath, published by SPJIMR publications, ISBM No. 978-81-922719-5-8
  • Impact- Case Studies in Marketing Effectiveness, Winning case studies from SMIA 2004-13, an edited book by Ashita Aggarwal Sharma and Renuka Kamath published by SPJIMR publications. ISBN No. 978-81-922719-3-4
  • Case Studies in Marketing Effectiveness: Selected entries from SMIA 2012, an edited book by Renuka Kamath and Ashita Aggarwal Sharma published by SPJIMR Publications. ISBN No.: 978-81-922719-2-1
  •  Case Studies in Marketing Effectiveness: Selected entries from SMIA 2011, an edited book by Renuka Kamath and Ashita Aggarwal Sharma published by SPJIMR Publications. ISBN no.: 978-81-922719-0-3

Conference Presentations

  • Presented a paper on "Making the Global MBA Brand" at International Conference on Reshaping Management Education in November 2003
  • Paper titled "Emerging Challenges to Management Education in Global Economy" presented at 2nd AIMS International Conference on "Emerging Challenges to Management Profession" organized by AIMS and IIM Calcutta in December 2004
  • Paper tilted "Making Academia-Industry Interface Work" accepted for presentation at International Conference on "Quality in Higher Education: Enhancing Student Employability" organized by ESECT, and European Higher Education Society at Birmingham, UK in January 2005
  • Paper titled "Learning Styles across cultures: A study on Learning styles of Indian MBA students" presented at 1st International Conference on Cross Cultural Communications (a part of European Union ECCP project) at Singapore in October 2005
  • Paper titled "Measurement of Consumer Based Brand Equity for Indian Business Schools", presented at EFMD 1st Higher Education Research Conference, Zurich Switzerland in February 2012
  • Paper titled "Consumer brand relationships for mobile phones in India"c(Co-authored) presented at NASMEI 2014 at Great Lakes Institute, Chennai, India
  • Paper titled "Consumer pardon after product failure" (Co-authored) selected for presentation at AMA Summer Marketing Conference 2016 at Atlanta, USA
  • Paper titled "Shocks in cash supply and retail consumption patterns" accpeted at 2017 INFORMS Marketing Science conference at California, USA
Additional Information

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Memberships

Membership of All India Management Association (AIMA) and ASCI (Advertising Standards Council of India)
Membership of American Marketing Association (AMA)
Media Mentions

Dipali Goenka gives a high-tech spin to get Welspun back on target, Brand Equity, March 01, 2017
http://economictimes.indiatimes.com/articleshow/57391195.cms?utm_source=...

Snapdeal feels the 'Unboxing' punch, can the brand bounce back? Brand Equity, March 01, 2017
http://economictimes.indiatimes.com/articleshow/57390882.cms?utm_source=...

Will PVR's Vkaao service bring a lapsed audience back to the screens? Brand Equity, February 1, 2017
http://economictimes.indiatimes.com/articleshow/56890185.cms?utm_source=...

KFC and Reebok are fighting survival demons. Can the two global biggies rebound in 2017? Brand Equity, Jan 11, 2017
http://economictimes.indiatimes.com/articleshow/56439504.cms?utm_source=...

HDFC’s realty startup RED plans to take property-buying digital. Brand Equity, December 7, 2016
http://economictimes.indiatimes.com/articleshow/55833848.cms?utm_source=...

Managing Change-Top 10 trends in business education, India Today-Aspire, December 2016, pg14

Will Findmystay's reverse bidding for a hotel room get the best discount? Brand Equity, Nov 30, 2016
http://economictimes.indiatimes.com/magazines/brand-equity/will-findmyst...

Is it time for the companies to change Ranveer Singh's brand endorsing style? Brand Equity, Nov 16, 2016
http://economictimes.indiatimes.com/magazines/brand-equity/is-it-time-fo...

As McDonald's launches its 20th anniversary celebrations, rivals ask 'What's there to celebrate?' Brand Equity, Nov 9, 2016
     http://economictimes.indiatimes.com/magazines/brand-equity/as-mcdonalds-...

Can Dr Oetkar taste success in Indian market? Brand Equity, Oct 19, 2016
      http://economictimes.indiatimes.com/articleshow/54916166.cms?utm_source=...

How McDonald's Indian operations have become a victim of a long-drawn-out slugfest. Brand Equity, Aug 30, 2016
      http://economictimes.indiatimes.com/articleshow/48725261.cms?utm_source=...

How Baba Ramdev has built a Rs. 2,000 crore ayurvedic FMCG empire & plans to take on multinational giants, ET Sunday Times, June 14, 2015
      http://economictimes.indiatimes.com/articleshow/47657636.cms?utm_source=...

Smart marketing & prudent attitude took Puma to the top of the sports shoe heap, Brand Equity, June 10, 2015
      http://economictimes.indiatimes.com/articleshow/47599897.cms?utm_source=...

PNB Metlife's brand mascot 'Snoopy' teaches children financial planning lessons, Brand Equity, May 20, 2015
      http://economictimes.indiatimes.com/articleshow/47342309.cms?utm_source=...

Is that Kalyan's jewel in Tanishq's crown? Brand Equity, May 06, 2015
      http://economictimes.indiatimes.com/articleshow/47161127.cms?utm_source=...

Dev Amritesh says burger was the game-changer in India, Brand Equity, May 6, 2015
      http://economictimes.indiatimes.com/magazines/brand-equity/dev-amritesh-...

How long can the e-comm ad splurge last? ET Sunday Times, April 22, 2015
      http://economictimes.indiatimes.com/articleshow/47009552.cms?utm_source=...

Tongue tied: Intex Mobile's latest ad fails to make a mark like Nescafe's stuttering act last year, Brand Equity, April 22, 2015
      http://economictimes.indiatimes.com/articleshow/46999697.cms?utm_source=...

Heinz’s India head Seema Modi calls it quits, Brand Equity, April 13, 2015
      http://economictimes.indiatimes.com/articleshow/46901385.cms?utm_source=...

Is Park Avenue hopelessly over-extended or does it have a few tricks up its sleeve, Brand Equity, Jan 21, 2015
      http://economictimes.indiatimes.com/articleshow/45951962.cms?utm_source=...

App-driven service providers like Olacabs, Uber forcing radio taxis to tweak business models, ET Sunday Times, Oct 16, 2014
      http://economictimes.indiatimes.com/articleshow/44934957.cms?utm_source=...

How Hector Beverages' Paper Boat is making waves in a cluttered soft drinks market, Brand Equity, Oct 5, 2014
      http://economictimes.indiatimes.com/articleshow/44333187.cms?utm_source=...

Pizza vs Burger: Domino's' appetite grows, bites into McDonald's, Brand Equity, Oct 1, 2014
      http://economictimes.indiatimes.com/articleshow/43978149.cms?utm_source=...

How Narendra Jaravta, head chef of Domino's Pizza, travels pan-India to localize products for Indians, Brand Equity, Aug 31, 2014
      http://economictimes.indiatimes.com/articleshow/41279237.cms?utm_source=...

Sensitive Segment: How Sensodyne checked Colgate from capturing market, Brand Equity, July 25, 2014
      http://economictimes.indiatimes.com/articleshow/38870175.cms?utm_source=...

After takeover, is the era of Maharaja Whiteline done or is this the dawn of a new reign?, Brand Equity, July 25, 2014
      http://economictimes.indiatimes.com/articleshow/38424928.cms?utm_source=...

PediaSure bets on young & smart moms to take on the big boys, Brand Equity, July 25, 2014
      http://economictimes.indiatimes.com/articleshow/38022192.cms?utm_source=...

 

Blogs

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Video

Dr. Ashita Aggarwal

Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

 

SPJIMR
Bhavan's Campus
Munshi Nagar | Dadabhai Road,
Andheri West | Mumbai - 400 058, India
Tel:+91-22-2623-0396/ 2401
      +91-22-2623-7454
Fax:+91-22-26237042
www.spjimr.org