Areas of Study

Marketing

The Marketing Area focuses its research on diverse issues ranging from the determinants of consumer choice using large-scale behavioural data, to strategic analysis of competitive firm behaviour using mathematical modeling techniques. Considerable research work has been done in the area of retailing, consumer behaviour, media planning and global marketing. The area offers doctoral level courses in both quantitative marketing science as well as behavioural models to provide the students with a strong background in both streams of research. Students are also expected to take courses in research methodology such as econometrics, experimental analysis, statistical analysis and mathematical modeling. Besides, the area offers specialized graduate level marketing electives in the area of brand management, sales and distribution management, marketing strategy, advertising and sales promotion, to enable them to acquire a broader perspective in the field of marketing.

Faculty members in the area conduct both theoretical and case based research. There has been a substantial amount of case research covering a wide range of product market situations primarily in the Indian context. These include both business and non- business enterprises and encompass almost all areas of marketing management. Marketing problems of cottage and handloom industries and enterprises in the small scale sector are receiving substantial attention.

Some recent research projects of the faculty are:
	A choice modelling approach to evaluate effectiveness of brand development initiatives.
	Segmenting shoppers on their behaviour
	Impact of format on retailers brand: Its threats and opportunities (A theoretical analysis)
	An empirical examination of the characteristics of the integration responsiveness pressures
	Retail sales data: The hidden treasure
	Brand specific association and consumer involvement in the evaluation of brand extensions
	A model of consumer evaluation of brand extension

The requirements for admission into the doctoral programme in marketing are the same as the ones mentioned in the Admission Requirement section later. It is, however, found that students with work experience tend to benefit more from the programme. It would also be beneficial to the students if they have a basic knowledge of marketing and related areas. The area expects from a candidate
(a) an ability to understand and crystallize marketing problems,
(b) conceptualize a research plan, and
(c) an ability to develop plans for implementation.


The Programme
A doctoral student in the Marketing programme takes a wide range of courses, including those in their area of specialization and in various other management areas. The first year courses are the same for all fields of specialization. The table highlights the Area Specified Courses for Marketing in the first year. It also shows a typical coursework that may be offered to a student in the second year with interest in Marketing. In order to complete their requisite credits, a student in consultation with the area, can take up courses in addition to the ones mentioned here.

First Year (Area Specified Courses)
Economic Analysis
Marketing I
Marketing II

Second Year
Behavioural Science Applications in Marketing*
Reading Seminar in Marketing Management*
Marketing Theories and Contemporary Issues*
Quantitative Models in Marketing*

Third Year
Comprehensive Examination
Dissertation

Fourth Year
Dissertation

* Core courses for second year in the Marketing area.

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