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

Horizontal Tabs

Overview

Dr. Ashita Aggarwal

Associate Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Dr. Ashita has over 16 years of experience in corporates and academics. Her research interests are in the area of Consumer-Brand Relationships. 

She 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.

She has 5.5 years of industry experience and more than 11 years of teaching experience. She has also held administrative positions at business schools in the area of international relations and collaborations and public relations.

Dr. Ashita has conducted several training programs for government and non-governmental organizations in Branding & Interpersonal skills. She has been a key member of Rebranding team at SPJIMR and consultant to many education 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 specialization in Marketing
  • Masters in Marketing (MMM)
  • B.A (Hons) Economics from Delhi University

Certification

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

Associate Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Work Experience

  • Associate Professor- Marketing at SPJIMR since September, 2012 
  • Assistant Professor- Marketing 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, campsign 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, maaeting 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, anlaysis and recommendation)

Consulting Experience

  • 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 Conducted

  • Conducted training program on "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.
  • Conducted training programmes on “Branding” for Welspun, Medtronic and Tata Chemicals since 2009.
  • Conducted 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

Associate Professor
Area Head - Marketing

ashita.aggarwal@spjimr.org

Reasearch Projects Undertaken

  • Focus group discussions for brand Mee-Mee to understand infact 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
  • Worked on various management consulting projects for their clients including:
    1) Feasibility study for HP Petrol pumps to open one-stop shops and promotional activities
    2) Focus group study for re-launching of Maruti 800 in 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 " Namo Brand Phenomenon" was published in Huindu Business Line on May 29, 2014
  • 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

  • Paper titled "Consumer pardon after product failure" (Co-authored) selected for presentation at AMA Summer Marketing Conference 2016 at Atlanta, USA
  • 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 "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 "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 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 "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
  • Presented a paper on "Making the Global MBA Brand" at International Conference on Reshaping Management Education in November 2003

 

    Additional Information

    Dr. Ashita Aggarwal

    Associate 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

      Associate Professor
      Area Head - Marketing

      ashita.aggarwal@spjimr.org

      Video

      Dr. Ashita Aggarwal

      Associate 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